Dumb Ways lands Metro advertiser of year gong at Spikes

Dumb Ways lands Metro advertiser of year gong at Spikes
SHARE
THIS



The spectacular success of Metro Trains campaign Dumb Ways to Die is being recognized with the Advertiser of the Year Award at this year’s Spikes Asia festival.

McCann Melbourne’s brilliant three-minute music clip catapulted the brand to international fame, despite its operations being limited to Victoria, going viral and garnering more than 50m YouTube hits, and claiming 28 Cannes Lions, including five Grand Prix and the Integrated award.

Spikes is run by EMap, which also runs Cannes Lions. The campaign has won accolades and plaudits from advertising luminaries across the globe, with Sir John Hegarty saying at Cannes: “I always try to get work to become part of the social fabric of the place I’m in. Dumb Ways to Die Does that, you can’t deny the brilliance of the piece.”

Leah Waymark, general manager corporate relations at Metro Melbourne said: “What a great honour. The past year has been an incredible journey for Metro and the evolution of our brand.

“As our operational performance has improved, we have increasingly been able to be more creative and make light of what are usually pretty dull topics. Out task now is to keep the conversation about train safety alive so we can change behaviours among our next generation of customers.”

Terry Savage, chairman of Lions Festivals, added: “It is remarkable what Metro and its agency have achieved with the “Dumb Ways to Die” campaign. This is the best use of creative communications that we have seen recently.

“Not only has it captured the imagination and engaged the public through multimedia platforms – radio, outdoor, gaming, social media, etc. – but it has also been effective in achieving a change in people’s behavior."

“This is exactly what this award represents, as such we are proud to present the Spikes 2013 Advertiser of the Year to Metro.

The award will be handed to the brand next Tuesday, during the festival.

Please login with linkedin to comment

Latest News

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp
  • Advertising

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp

Ikon Communications strategist and account planner Vince Usher has been named Top Dog at Miami Ad School’s 2018 Account Planning course. Usher, who worked in teams throughout the course, also won three ‘Best Campaign’ awards for his work on live briefs by craft beer client 4 Pines, Tourism Australia and Ford. His team partner on […]