Dumb Ways to Die takes Direct Lions Grand Prix
McCann Melbourne’s ‘Dumb Ways to Die’ has won the Direct Lions Grand Prix and two Gold Lions in the other categories for which it was shortlisted.
The agency also won two Bronze Lions in its two shortlisted categories: Best Integrated Campaign led by Direct Marketing and Guilt Trips for the V/Line in Travel Entertainment and Leisure.
Dumb Ways to Die was listed in the Best Integrated Campaign led by Direct Marketing, Social Media and Viral Marketing, and Public Health and Safety Awareness categories.
Leo Burnett Sydney’s Small World Machines campaign for Coca-Cola was awarded two Gold Lions and a Bronze Lion in the categories of large scale Ambient Media, Other Digital Platforms and Best Integrated Campaign led by Direct Marketing.
Andy DiLallo, Chief Creative Officer, Leo Burnett Sydney, said: “The ultimate goal of anyone in the industry is to be part of work that truly matters – work that changes the way we think both now and in the future. And to have those efforts recognised by your peers from across the globe is both an honour and a privilege.”
North Sydney agency Havas Worldwide Australia has won two Silver Lions for its Virgin Mobile ‘Fair Go Bro’ campaign in both categories it was shortlisted under: Acquisitions and Commercial Public Services.
Clemenger BBDO’s Telekinize the Rainbow ad campaign for Skittles won a Bronze Lion in Fast Moving Consumer Goods.
Australian Direct Lions Winners:
Grand Prix –
- Dumb Ways to Die for Metro Trains by McCann Melbourne
Gold Lion –
- Small World Machines for Coca-Cola by Leo Burnett Sydney – Ambient Media (large scale)
- Dumb Ways to Die for Metro Trains by McCann Melbourne – Social Media and Viral Marketing
- Small World Machines for Coca-Cola by Leo Burnett Sydney – Other Digital Platforms
- Dumb Ways to Die for Metro Trains by McCann Melbourne – Public Health and Safety, Public Awareness Messages
Silver Lion –
- Air Force FM for Defence Force Recruiting by George Patterson Y&R Melbourne – Dimensional Mailing
- Fair Go Bro for Virgin Mobile Australia by Havas Worldwide Australia North Sydney – Acquisitions
- Fair Go Bro for Virgin Mobile Australia by Havas Worldwide Australia North Sydney – Commercial Public Services
Bronze Lion –
- Telekinize the Rainbow for Skittles by Clemenger BBDO – Fast Moving Consumer Goods
- Guilt Trips for V/Line by McCann Melbourne – Travel, Entertainment and Leisure
- Guilt Trips for V/Line by McCann Melbourne – Best Integrated Campaign led by Direct Marketing
- Small World Machines for Coca-Cola by Leo Burnett Sydney – Best Integrated Campaign led by Direct Marketing
DWTD looked like a great campaign from the outside but would love to see the results if directly affected as I recall some numbers being quoted around consumer behaviour change on here a while ago that attracted a lot of questions….
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Why is there only one comment in total for the two posts announcing double whammy an Aussie agency (and counting)
What amazing news for the Australian advertising and media industry and what an amazing effort by McCann Melbourne. The campaign is on course to become the most awarded campaign in history!
Stop being jealous for a while and put champagne on ice! This is great news for all of us
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