Cannes, France: “Dumb Ways to Die” scoops two Grand Prix so far

19 Jun

LXinfoImage1154-Dumb Ways to Die“Dumb Ways to Die”, the Metro Trains Melbourne public service announcement produced by McCann’s Melbourne office has scooped two Grand Prix at the Cannes Lions festival 2013. “Dumb Ways To Die” has really caught the imagination of the target audience in Melbourne and having gone viral around the world too. With approaching 50 million views on Youtube, the Grand Prix were in both the Direct Lions and PR Lions categories. Now, pundits are predicting that “Dumb Ways to Die will scoop the overall Grand Prix, which is awarded at the end of the festival, later this week. To see and hear the “Dumb Ways to Die” message go to

What’s more, the “Dumb Ways to Die” campaign appears to be a leading reason why accidents on the Metro Trains network are reducing.

Since 1954, the Cannes Lions Awards have set the benchmark for excellence in creative communications. Each year, around 11,000 members of the global creative communications industries come together to be inspired and educated at Cannes Lions. This year’s Festival runs from June 16th – June 22nd, 2013 in Cannes, France.

2 Responses to “Cannes, France: “Dumb Ways to Die” scoops two Grand Prix so far”

  1. Paul June 19, 2013 at 14:04 #

    The campaign has spread globally through youtube etc it seems which can only be a good thing, my youngest Daughter is certainly hooked on the app game, the simplest of ideas can become viral as it seems this has, It would be interesting to see how the reduction in accidents is evidentially connected to the campaign.

  2. aidannelson June 19, 2013 at 14:47 #

    Paul, I look to an Australian reader to comment on the point re the accident reduction, linked to Dumb Ways to Die

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