McCann bags record haul as Dumb Ways becomes best ever Lion

McCann bags record haul as Dumb Ways becomes best ever Lion

The "beautiful" Dumb Ways to Die campaign is officially the most-successful ever campaign at Cannes bagging two more Grand Prix on its final day, and 28 Lions overall.

B&T Magazine
Posted by B&T Magazine

Today it was awarded the prestigious Integrated Lion given to the best campaign across a rage of media and fiercely fought for and the Film Lion, taking the total tally to five.

There are also 18 Gold, three Silver and 2 Bronze awards heading back to the office after an incredible week which has positioned the agency, and creative director John Mescall, among the best in the world.

Mescall told B&T: "Wow, just wow. This is a testament to a great client and the hard work and dedication  of everyone at McCann Australia.

"I'm very proud of us all."

Whilst the Metro Trains campaign has won the vast majority, the agency has also had two other campaigns rewarded, The Impossible Orchestra work for the government got a Bronze and Guilt Trips for V/Line got 3 Bronze.

This has come from an agency taken over just 18-months ago by the talented team from Smart, turning over 100% of staff as they looked to shake up a failing model andd produce excellence. And it has worked.

But it is Dumb Ways, which has won metal in every category it was entered for, which is the talk of the festival, garnering kind words and envy from the bst in the business.  

Sir John Heggarty paid tribute to the piece, and its role in society, saying: "I always say I work in advertising, I don't live in it.

"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."

He added "You can't deny the brilliance of the work."

BBDO North America chairman David Lubars also tipped his hat to it, with the member of the Titanium and Integrated jury adding: "It goes deeper, there is a deep impact, and it cares. It's a beautiful piece."