Metro Trains Releases Dumb Ways to Die 2: The Games, via McCann and Millipede

Metro Trains Releases Dumb Ways to Die 2: The Games, via McCann and Millipede
SHARE
THIS



Following the success of the ‘Dumb Ways to Die’ smartphone and tablet game, Metro Trains has released a follow-up title available exclusively from the iTunes App Store.

Created by McCann Melbourne and produced by local developer Millipede, ‘Dumb Ways to Die 2: The Games’ builds on the remarkable success of the franchise to date and will also be available for Android.

A hit with young people, the first Dumb Ways to Die game went to number one on the iTunes App Store in over 21 countries, clocking up over 70 milion downloads and over 1.2 billion plays. The game successfully extended the Dumb Ways to Die campaign following the initial phase of viral campaign, generating millions of hours of engagement with the rail safety message.

DWTD2 Tracks

Building on the gameplay of the first title, ‘The Games’ sees players cast as new sporting Dumb Ways to Die characters, competing in athletic-style mini-games across three arenas in an attempt to claim the coveted ‘Dumbest of the Dumb’ title. Gameplay arenas include Freezerville, the Dumb Dome and Drown Town and are all connected by train travel and only accessible once a train safety game is complete.

Further to the game, a series of online videos combining live action and animation, Facebook content and an updated website have also been released, providing a digital hub for discussion around all things Dumb.

Leah Waymark, general manager, corporate relations and business development at Metro Trains, said: “The Dumb Ways to Die characters are safety champions, mainly around trains, but occasionally they see risks with other popular events and like to warn people of the consequences.

“We hope to surprise and delight people of all ages with a really fun and entertaining game, while still conveying a serious safety message. With this campaign it became cool to be safe and dumb to take risks around trains.”

Pat Baron, McCann Melbourne ECD, added: “Two years on, it’s extraordinary to think that affection for the campaign is still growing. It’s a powerful thing to put your message in the hands of young people and to do so in a way that brings such joy is a rare privilege.”

Wil Monte, Millipede Melbourne, Game Director, said: “This has been an amazing opportunity, not only to produce a game for a hugely successful Melbourne brand, but the brand humour is perfectly in line with our own. Dumb Ways To Die 2 is another leap forward in raising the profile for using games as a means to educate and raise awareness, while remaining a fun and enjoyable experience.”

CREDITS

Metro Trains
General Manager, Corporate Relations & Business Development: Leah Waymark
Marketing Manager: Chloe Alsop

McCann Melbourne
Executive Creative Director: Patrick Baron
Creative Director: David Ponce de Leon
Senior Designer: Scott Hall
Designer: Dave Budd
Art Directors: Mathew Hine & Ryan Clayton
Copywriters: Andrew North & Patrick Trethowan
Managing Director: Adrian Mills
Digital Director: Tony Prysten
Senior Digital Producer: Joe Guario
Group Account Director: Alec Hussain & Serrin Dewar
Senior Account Manager: Clara Tang
Account Manager: Alex Haigh

Millipede
Game Director: Wil Monte
Game Design: Samuel Baird
Mobile Team Lead: Patrick Toohey
Mobile Game Developer: Geoff Walker
Mobile Game Developer: Mark Eduardo
Art & Design Team Lead: Mark White
Senior Designer: Richard McBride
Senior Designer: Michael Raftos
Animator: Ben Ommundson
Animator: Aaron McDonald
Sound Design: Scott Illingworth
QA Lead: Felix Lawi
Senior Producer: Sara Cousins

Please login with linkedin to comment

GayTMs Havas Sydney

Latest News

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films
  • Marketing
  • Media

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films

Independent communications group Bastion Collective has announced its has acquired Bengar Films, a multi award-winning creative production agency based in Melbourne. The acquisition will enable Bastion Collective to merge the significant expertise of Bengar Films with its existing Sydney-based content production business Bastion Stadium, which will rebrand to Bastion Films as part of the integration. […]

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season
  • Media

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season

The siren may have sounded on round one, but the salacious controversies and delicious drama surrounding Australia’s favourite posse of WAGs is just kicking off. Network 10 has announced that Playing For Keeps is returning to television screens in 2019. The new series will continue to lift the curtain on the seductive world of football’s elite, […]

Slack Makes Brand Campaign Debut Down Under
  • Campaigns
  • Media

Slack Makes Brand Campaign Debut Down Under

This week, the collaboration hub app Slack is making a colourful splash down under, with the launch of its inaugural outdoor brand campaign. The campaign is aimed at helping Australian office workers and business travellers improve collaboration at work. Running throughout November, the campaign “Collaborate with Slack” features out-of-home advertising in office buildings on the […]

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose
  • Campaigns

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose

The Southern Sydney Regional Organisation of Councils (SSROC) has launched a new campaign to raise awareness of improper recycling habits with a humorous retro video via Sydney agency Paper Moose. The campaign aims to educate residents on unbagging their recyclables before disposing of them in the yellow bin. Recycling in plastic bags can’t be recycled […]

Magnum & Co Makes Four New Appointments
  • Marketing

Magnum & Co Makes Four New Appointments

Following a number of new business wins, independent communications agency Magnum & Co has announced hour new hires. Holly Saich joins the agency as brand leader from London-based agency TRO (TBWA sister agency and part of the global Omnicom network), having led campaigns for Vespa, Jim Beam, Rolls-Royce Motor Cars, Air New Zealand, and UGG. […]

Cannings Purple Bolsters Digital Content Team With Trio Of Hires
  • Marketing

Cannings Purple Bolsters Digital Content Team With Trio Of Hires

WPP-owned strategic communications consultancy Cannings Purple has announced three new appointments to its design and digital team. Simon White (pictured above, middle) has joined Cannings Purple as content editor, Glenn Langridge (pictured above, left) has arrived in the role of digital marketing manager, and Morgan Ballantyne (pictured above, right) is the firm’s new media intelligence […]