Dumb Ways to Die

Webby Awards 2013
Siren Awards 2013
New York Festivals International Advertising Awards 2013
Cannes Lions 2013 - 5x Grand Prix 18x Gold Lions 3x Silver Lions 2x Bronze Lions
Asia-Pacific Tambuli Awards 2016


Julian Frost


Metro Trains


McCann Australia

Dumb Ways to Die is an Australian public service announcement campaign by Metro Trains in Melbourne, Australia, to promote rail safety. The campaign video went viral through sharing and social media. It appeared in newspapers, local radio, outdoor advertising, throughout the Metro Trains network and on Tumblr. Within two weeks, the video had been viewed 30 million times. As of December 2015, the video received over 117 million views.