Metro Trains Releases Dumb Ways to Die 2: The Games, via McCann and Millipede
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.
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
Latest News
Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Facebook To Expand Transparency Around Political And Social Issue Ads In Australia
Facebook has announced the expansion of initiatives focused on increasing transparency and controls around social issues, electoral, and political ads in Australia. According to a blog post from Facebook, while political ads play an important role in every election, customers have said they want the option to see fewer of these on their Facebook and […]
Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
Tommy Hilfiger’s Former Global CMO Joins Celebrity Cruises
This has all the hallmarks of an episode of 'The Love Boat', sans one of Issac's daiquiris and an unwanted STI.
COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
DEADLINE WARNING: Entries For Best Of The Best Awards Close Next Friday!
Consider this our FINAL WARNING about Best of the Best entries. Well, at least until we remind you again next week.
“Mike Hunt, Hugh Janus & Mike Oxlong!” Right-Wing Broadcaster Gets Pranked By Its Own Viewers
B&T warns this article comes with a number of puerile schoolboy jokes.You'll almost get afternoon detention reading it.
Saatchi & Saatchi Appoints Georgia Jones Melbourne General Manager
Big news out of Melbourne today. A new GM for Saatchi & Saatchii & someone spotted in Flinders Street not wearing black.
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Australian Geographic And Tourism Australia Partner For Special Edition, ‘Australia’s Quiet Places’
As domestic travel booms, AUSTRALIAN GEOGRAPHIC has partnered with Tourism Australia. Together, they have produced a special edition that reveals the nation’s best-kept secret locations across all states and territories. The collaboration highlights the hidden gems on our roads less travelled, expanding tourism into many places that will no doubt welcome a boost to local […]
Thursday TV Wrap: Two-Minute Noodle Challenge Sees MasterChef Top Entertainment But Seven Takes The Night
Two-minute noodles the star of last night's MasterChef. Yet, strangely doesn't see a spike in uni student viewership.
Carat Appoints Oliver Carthy Head Of Digital
Oliver Carthy appointed Carat's new head of digital and unofficial de-jammer of paper jams in office copier.
New Research Names Olivia Rodrigo And BTS The Most Popular Study Music
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Noel Gallagher Wants To Sell Oasis’ Back Catalogue For $367M So The Songs Can Be Used In “McDonald’s Adverts”
Oasis want to sell their back catalogue to advertisers. And to be fair, you'd pick up their last few albums very cheap.
Major New Sponsors Named For Nine’s Australian Ninja Warrior, Including KFC, ALDI And Bendigo Bank
B&T only watches Ninja Warrior for the agility, the sheer athleticism and the raunchy pervability.
Cannes Lions Announces Awards Entry Numbers For 2021 Before Lions Live launch Next Week
Cannes Lions has published its entry numbers ahead of Cannes Lions Live, which will run from June 21-25. 29,074 pieces of work have been entered from 90 countries, with entries spanning two years after the awards were paused due to the global pandemic in 2020. Simon Cook, managing director, LIONS, said that this was a […]
Building A Successful Remote Marketing Team
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
From Intern To Chief Of Staff In Five Years: Atlassian’s Helen Xue Shares Her Three Pillars For Professional Development
Why fall backwards into the arms of colleagues to improve career development when there's this concussion-free read.
Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
How To Align A Marketing Strategy With Customers’ Shifting Perspectives
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Woolies’ Retail Media Business Cartology Announces New Appointments
Woolies' media business Cartology unveils new appointments. B&T notes it also had a good deal on Tim Tams at the moment,
WPP’s Chief People Officer Lisa Sheehan Latest To Depart
The broom continues to go through WPP's local operations. Yet, not where it's most needed - the dusty skirting boards.
Akcelo Launches Innovative Game Experience Platform For Tribeca Festival
Akcelo has launched an innovative gaming experience to showcase Tribeca’s Official Selections and celebrate the inaugural Tribeca Games Award at this year’s Tribeca Festival.
Gen Z And Millennial Pinterest Users Reveal What Inspires Their Post-Pandemic Shopping
Pinterest reveals what Ys & Zs are shopping for online. And if you're thinking peacocks or fez hats, you'd be wrong.
CNN Analyst’s Return Following Masturbation Incident Sparks Outrage
In a further blow to the Catholic Church, the CNN masturbator has returned to work and has reportedly not gone blind.
Ian Thorpe, Dami Im & Collette Dinnigan To Star In 10’s Celebrity MasterChef
Unlike many "celebrity" reality TV shows, 10's Celebrity MasterChef does appear to have actual bona fide celebrities.
Hansen Yuncken Appoints Icon Agency To Lead National Comms
For your reference, Hansen Yuncken is a construction company and not some weird European ice-cream brand.
Ben Roberts-Smith Hired a Private Investigator & Used Burner Phones, Court Hears
B&T would be surprised if they don't turn the Ben Roberts-Smith case into a movie. Or musical starring Hugh Jackman.
