CR Blog

(Not so) Dumb Ways to Die

Advertising, Music Video / Film

Posted by Creative Review, 28 November 2012, 14:25    Permalink    Comments (6)

If you're looking out for contenders for next year's awards shows, Metro Trains' Dumb Ways to Die film may well be right up there. The charming animation promoting safety on Melbourne's railways has clocked up almost 28 million YouTube views since it was put up in mid-November

The film, which we first covered in a November Nice Ads round-up, is part of the 'Be Safe Around Trains' campaign for Metro Trains by McCann in Melbourne. It combines a catchy title, with a tune impossible to get out of your head and endearing animation by Julian Frost.

The film is supported by a website, from which you can download the song, plus a Tumblr site with some great animated gifs, like this.

With so many campaigns desperately searching for the key to having something 'go viral' why has Dumb Ways become so popular? There's a nice piece here from Econsultancy on what it does right

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In our December issue we look at why carpets are the latest medium of choice for designers and illustrators. Plus, Does it matter if design projects are presented using fake images created using LiveSurface and the like? Mark Sinclair looks in to the issue of mocking-up. We have an extract from Craig Ward's upcoming book Popular Lies About Graphic Design and ask why advertising has been so poor at preserving its past. Illustrators' agents share their tips for getting seen and we interview maverick director Tony Kaye by means of his unique way with email. In Crit, Guardian economics leader writer Aditya Chakrabortty review's Kalle Lasn's Meme Wars and Gordon Comstock pities brands' long-suffering social media managers. In a new column on art direction, Paul Belford deconstructs a Levi's ad that was so wrong it was very right, plus, in his brand identity column, Michael Evamy looks at the work of Barcelona-based Mario Eskenazi. And Daniel Benneworth-Gray tackles every freelancer's dilemma - getting work.

Our Monograph this month, for subscribers only, features the EnsaïmadART project in which Astrid Stavro and Pablo Martin invited designers from around the world to create stickers to go on the packaging of special edition packaging for Majorca's distinctive pastry, the ensaïmada, with all profits going to a charity on the island (full story here)

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Such a great advert, my favourite is the super glue swallower.
What a fab concept!
2012-11-28 14:49:19

Animation reminds me, in the best kind of way, of 'Rejected by Don Hertzfeldt'
2012-11-28 15:39:43

My 4 year old and 2 year old kids can't get enough of watching this!
2012-11-28 16:54:59

Your 4 year old and 2 year old kids should NOT be watching this Sam..
2012-11-28 17:06:25

absolute hands down brillance
2012-11-29 14:36:06

What a great ad. Especially the teach yourself to fly upside down slam
2012-12-08 14:06:02

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