Dumb Ways to Die, a catchy public service announcement from Metro Trains in Melbourne, Australia, won the Grand Prix in the public relations and direct marketing categories at the Cannes Lions festival, representing a world conquest for the little PSA.
The video, which features various animated characters singing a catchy tune warning of the dangers of acting unsafely around trains, was expected to pick up at least one prize at Cannes. The film may end up winning a third Grand Prix since it is favored to win in the Films Lions category later this week. The PSA beat out contenders including Dove’s “Beauty Sketches” campaign and Oreo’s Blackout Tweet.
I saw this video a while ago and impressed the hell out of me! How can one make a PSA announcement so smart, funny and educational in the first place?! They nailed it! Not only it’s relatively graphic, but it’s ‘safe’ enough for the kids to watch it too. In addition to the accolades at Cannes, “Dumb Ways” is also closing in on 50 million YouTube views.
I follow Cannes Lions Festival every year. It’s a great way to find out about all the awesome creative work advertising, PR and design companies do around the world. Where else one can learn about a small design shop from Melbourne or Shri-Lanka?
I’m also a big fan of the Cannes Lions Festival logo: it’s just perfect. It can go with any color, any medium – from posters to flags, and it just looks awesome!
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