McCann’s highly acclaimed Dumb Ways to Die ad has scooped seven awards at the 17th annual Webby Awards announced in New York.
The agency’s viral sensation was lauded as the most awarded campaign at the awards.
"We’re really thrilled to win seven Webby Awards across four different categories,” said McCann Australia executive creative director John Mescall.
Dumb Ways to Die won three Webby Awards, two awards in separate categories for viral video and viral marketing and one for animation. It also won four people’s voice awards for viral marketing; animation; viral video and public service & activism.
“Just as pleasing was to win the people’s voice Webby in all four categories, despite not having a single high-profile American celebrity tweet for us during the voting period,” added Mescall.
The McCann World group network won the most awards of all global networks, with a total of 14 gongs.