It was uploaded to YouTube on 14 November 2012 and made public two days later. The video was art directed by Patrick Baron, animated by Julian Frost and produced by Cinnamon Darvall. According to Metro Trains, the campaign contributed to a 20 per cent reduction in "near-miss" accidents compared to the annual average, or 30% with respect to the same time of the year before from 13.29 near-misses per million kilometres in November 2011 – January 2012, to 9.17 near-misses per million kilometres in November 2012 – January 2013. John Mescall, executive creative director of McCann, said "The aim of this campaign is to engage an audience that really doesn't want to hear any kind of safety message, and we think dumb ways to die will." McCann estimated that within two weeks, it had generated at least $50 million worth of global media value in addition to more than 700 media stories, for "a fraction of the cost of one TV ad". It appeared in newspapers, local radio and outdoor advertising throughout the Metro Trains network and on Tumblr. The campaign was devised by advertising agency McCann Melbourne. Playside Studios also released an NFT called BEANS on 3 February 2022. On 1 October 2021, PlaySide Studios acquired the Dumb Ways to Die franchise for A$2.25 million from Metro. The campaign's animation was developed into an app available to iOS devices. The campaign video went viral on social media after it was released in November 2011. A screenshot from the animated video during the song's final chorus presenting the characters and their resulting deaths (except Clod)ĭumb Ways To Die is an Australian public campaign made by Metro Trains in Melbourne, Victoria, to promote railway safety.
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