One year on: The full list of Dumb Ways To Die awards
A year ago today, the world’s most awarded piece of advertising work of all time launched when McCann Melbourne’s Dumb Ways To Die, for Metro Trains, was released onto YouTube. It has since had more than 60m views.
Here’s everything it won:
London International Awards 2013
I wonder what the return of investment is to the agency given the amount that has been spent on award entries, not to mention the man hours submitting awards? Hope it’s worth it.
It’s a runaway train
wow….Whats this ad then? 🙂
Faaarrrk!!!
What beat it for the WARC Innovation award?? Must be pretty good!
It’s funny to look back at people’s (mostly negative) impressions when it first came out 12 months ago – then to scroll forward and see how successful/popular it has become.
Love it
I love that last category….Finalist: best non-traditional thinking non advertising idea.
Probably quicker to go through what it didn’t win
one swallow does not a summer make
The aim of this campaign was to reduce fatalities on the metro rail network. Has it won anything based on demonstration of results?
Just shows how many awards programs there are now. I think I will set up an a new award … Best Award Winner Of The Year.
What are the stats for people stupidly crossing tracks? It’ll say everything about the judgement of all those judges.
I do hope it’s been incredibly effective.
I just did the sums. Equals about $290,000 in award entry fees
@Accountant
If this article suggests anything, it’s that mUmBRELLA measures success by how many awards the campaign won. I guess effectiveness and ROI should be measured in one of two ways:
1. If the agency paid for all those awards entries, then how much new business did the agency win as a result of the campaign and the publicity all that “success” brought?
2. If the client paid, then how much did fatalities (and injuries) on the network reduce as a result of the campaign? I guess they’d account for the award entry fees as part of their media investment in the campaign.
Please, someone from Metro, someone from McCann, enlighten us: has the number of incidents/fatalities/injuries reduced in the past year?
Google came calling McCann as a result of this. Would go someway to offsetting the 290K. You’d think there would be a snowballing effect of both Dumb Ways and then Google. For the coverage and the bragging rights and presumably the pitches/pitch wins, 290K would be seen as a good investment.
@mUmBRELLA and McCann are probably right. Stuff the client and their objectives!
Lots of awards plus more new business = success!
The song is very catchy. McCann did a great job!
@Leah, if the brief was to develop a catchy tune then yes, they did a great job.
But I think the brief was to help reduce fatalities caused by stupid behaviour at train stations or something like that and none of us is in a position to comment on that.
Someone from Metro or McCann’s should really step in and provide some numbers so we’ll all know if they did a good job.
According to McCann, the number of accidents involving trains in Australia overall has been reduced by 21%