Dumb Ways to Die most nominated Australian ad for Direct Lions

McCann Melbourne has dominated the Direct Lions shortlist for Australia with public service ads Dumb Ways to Die shortlisted in three categories, and Guilt Trips in two.

Both ads have made the shortlist for the Best Integrated Campaign led by Direct Marketing and Guilt Trips for the V/Line is also up for Travel Entertainment and Leisure.

Dumb Ways to Die is listed in the Social media and Viral Marketing and Public Health and Safety Awareness Categories was one of the biggest viral videos this year and was said to have contributed to a change in behaviour. It has also been shortlisted for Effie awards and dominated the Mumbrella Awards earlier this month.

Also up for the Best Integrated Campaign led by Direct Marketing award are Leo Burnett Sydney’s Small World Machines for Coca-Cola and The West End Draught Reclaim for BMF West End Draught by BMF Sydney, from Australia.