| Title | DUMB WAYS TO DIE |
| Brand | METRO TRAINS |
| Product / Service | METRO TRAINS |
| Category | D01. Integrated Digital Campaign |
| Entrant | McCANN MELBOURNE, AUSTRALIA |
| Entrant Company | McCANN MELBOURNE, AUSTRALIA |
| Advertising Agency | McCANN MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Adrian Mills | McCann Melbourne | Planner |
| Alec Hussain | McCann Melbourne | Account Director |
| Adrian Mills | McCann Melbourne | Group Account Director |
| Cinnamon Darval | McCann Melbourne | Agency Producer |
| Mark Bradley | McCann Melbourne | Agency Producer |
| Pat Baron | McCann Melbourne | Typographer |
| Julian Frost | McCann Melbourne | Director |
| Pat Baron | McCann Melbourne | Art Director |
| John Mescall | McCann Melbourne | Copywriter |
| Pat Baron | McCann Melbourne | Creative Director |
| John Mescall | McCann Melbourne | Executive Creative Director |
Dumb Ways to Die The campaign integrated Youtube, iTunes, Soundcloud, Tumblr, a website, game, digital PR, Twitter and Facebook to create the most viral PSA of all time and over 10 million pledges to be safe around trains. Importantly, the campaign reduced accidents on the Metro network by over 20% in the first three months.