Dumb Ways will clean up at Cannes – ‘because standards are low this year’
A senior Australian ad executive has predicted that McCann’s hit viral Dumb Ways to Die for Metro Trains will win big at the Cannes Lions – partly because the standard of work isn’t high at the festival this year.
Anthony Gregorio, CEO of Havas Worldwide Australia, told Mumbrella that although the ad “deserves to do well”, it will do even better because 2012 is “leaner than most” for high quality work.
“It is a truly great campaign, no question. But because this year is leaner than most for high quality work, it should do even better,” Gregorio said.
Dumb Ways To Die is tipped for greatness at Cannes this year, with some predicting that the campaign could win more Grand Prix than any in history.
The campaign was written by McCann Australia’s ECD John Mescall, who was named Thinker of the Year at the Mumbrella Awards recently.
Robin Hicks
Really?
It became the most awarded campaign ever at D&AD last week; a show with such high standards it doesn’t give out a pencil if the work doesn’t warrant it.
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Hi Robin,
Actually just to correct the context…I think Dumb Ways to Die will do very well and maybe even as well as any campaign in history. Like you mentioned, I believe it’s a truly great campaign (when my kids are singing it at breakfast, making up their own lyrics and correctly understanding the out-take, you know it’s a monster hit).
Rather than standards are low, in my opinion there aren’t as many high profile entries this year as in previous years.
Good luck John and McCann Melb.
Cheers
Anthony
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It’s a good campaign for sure. The only shame it the over -claim that its reduced accidents and deaths by 21%. This data is botched for sure. Everyone knows the clip but how many outside adland would instantly recall its about train safety? Really good – but not great.
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