McCann Australia has scooped another prestigious award for its popular multiplatform campaign about train safety, Dumb Ways To Die.
The agency scooped a record haul of Pencils at last night’s D&AD awards ceremony in London, winning five Yellow Pencils and a prestigious Black Pencil, with D&AD’s highest honour awarded to Dumb Ways To Die
The Yellow Pencils were awarded to McCann in five different categories: art direction, earned media campaigns, digital advertising, TV & cinema advertising and writing for film advertising.
McCann Australia was the most recognised agency in the world at this year’s event, with nine nominations and a further five in-books.
John Mescall, executive creative director of McCann Australia, said: “We have been blown away by the generous reaction this campaign has received from the global advertising community and breaking a D&AD record is just mind-numbingly good. Awards aside, the fact that Dumb Ways to Die has so far exceeded all campaign objectives, makes this one of the most rewarding campaigns I’ve ever been involved with.”
Among numerous local and international accolades, Dumb Ways to Die was the most awarded campaign at One Show, The Webby Awards and now D&AD, while it was also recognised in Google’s Zeitgeist, YouTube’s Year in Review and TED’s Ideas Worth Spreading.
YouTube views of the main video exceeded 30 million after just one month and it now exceeds 48 million.