You’ve got to give it up to McCann Melbourne for creating this awesome and effective public service announcement for Metro Trains. On Saturday, “Dumbs Way to Die” became the most awarded campaign in the 60-year history of the Cannes International Advertising Festival with five Grand Prix Lions as well as 18 Gold Lions, three Silver Lions and two Bronze Lions.
Created to help keep Melbourne citizens from getting hurt in and around Metro train service areas, the video became a viral sensation racking up an astounding 50 million views on YouTube with its catchy theme song and funny animation. Not only was the McCann agency recognized for its ingenuity, its campaign is also credited with helping drop the rate of suicide train jumpers a whopping 21%.
Now, take a look at the morbidly hilarious illustrations and then watch the video, below. Warning: You might not be able to get that song out of your head!