Dumb Ways to Die back in contention as Aussie agencies comprise a third of Creative Effectiveness shortlist
The most awarded campaign in the history of Cannes, McCann Melbourne’s Dumb Ways to Die, has won another nod as one of four Australian entries on a 12-strong shortlist for Creative Effectiveness at the Cannes Lions.
Last year The Metro Trains animation won 28 Lions including five Grand Prix and 18 Gold, but the Creative Effectiveness category is only open to campaigns which have won Lions already and have “a measurable and proven impact on a client’s business”. It has now hafd 82m views on YouTube.
It is joined on the shortlist by Havas Worldwide Australia for the Fair Go Bro campaign for Virgin Mobile, DDB Sydney’s rebranding of McDonald’s to Maccas for Australia Day and another campaign from McCann Melbourme for V/Line, Guilt Trips.
It will be interesting to see how many of the creatives who once worked at McCann’s and who created the Guilt trip campaigns (If it wins anything) and others seem to drop off the list of who worked on the campaign. It will also be interesting to watch McCann’s progress over the next 12 months, the revolving door syndrome it has suffered from for decades seems to be entrenched.
@wang haters gotta hate I suppose.
Congratulations to McCann and all the Australian finalists. Brilliant to see our nation’s creative work recognised and celebrated on the world stage.
Bravo.
Yet another child died on the Victoria railways today, adding to the increasing – yes increasing – number of accidents and deaths since this campaign launched.
But the blinkered ad agency people refuse to consider effectiveness, when their onanistic orgy of awards is what really matters to them.
What an indictment of all concerned, when deaths don’t give even a moment’s pause for them to consider the harsh reality, that their campaign has failed.
It’s hard to imagine a group of people more out of touch with reality.
Shame on them all, and shame on Mumbrella for failing to address the truth.
So V Line work and Dumb Ways To Die is the best Australia has to offer ‘Congratulations’? . What a shame you have the bar so low….