ARTICLE: How ‘Dumb Ways to Die’ Won the Internet, Became the No. 1 Campaign of the Year

To read this article in its entirety please visit – http://adage.com/article/special-report-the-awards-report/dumb-ways-die-dissected/245195/

How do you create the winningest campaign of the year? Creativity, obviously. But thoughtful integration and a close adherence to strategy help, too.

McCann Melbourne’s effort for Metro Trains used that combination to reach the top of our annual most-awarded ad campaigns list, earning best-of-show wins throughout the awards season and a record-breaking five Grands Prix at the Cannes Lions International Festival of Creativity. The success of “Dumb Ways to Die” propelled Metro to the No. 3 slot on this year’s most-awarded advertisers list and its creators, Exec Creative Director John Mescall, Creative Director Pat Baron and Director Julian Frost, to the top of the people charts.

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