Cannes: Dumb Ways to Die kills with two Grand Prix

Cannes: Dumb Ways to Die kills with two Grand Prix

Dumb Ways to Die has scooped two Grand Prix and three Gold Lions on the first day of awards at Cannes this year, with many more chances to scoop top prizes.

McCann Melbourne look odds on to be the most-awarded agency at the festival this year, with judge’s superlatives ringing out at every press conference.

So far it has conquered the world of PR and Direct, and been highly placed in Promotional and Activation. It will not be eligible for creative effectiveness until next year.

The campaign has had over $60m of earned media exposure, and is the most-watched viral ad of all time. Not a juror has come to the estival without having it ringing in their ears.

If they do bag the most gongs it will complete what is already a remarkable turnaround story for the agency which until just a couple of years ago was a distant outpost of a global network repurposing work.

With 100% of staff turned over since the reverse takeover it is clear the new breed are hungry for success.

ECD John Mescall looked tired today after judging until 2am on the Promo section, but he was relaxed and upbeat, and looked at home in the illustrious company.

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