Dumb Ways to Die back in contention as Aussie agencies comprise a third of Creative Effectiveness shortlist

The most awarded campaign in the history of Cannes, McCann Melbourne’s Dumb Ways to Die, has won another nod as one of four Australian entries on a 12-strong shortlist for Creative Effectiveness at the Cannes Lions.

Last year The Metro Trains animation won 28 Lions including five Grand Prix and 18 Gold, but the Creative Effectiveness category is only open to campaigns which have won Lions already and have “a measurable and proven impact on a client’s business”. It has now hafd 82m views on YouTube.

It is joined on the shortlist by Havas Worldwide Australia for the Fair Go Bro campaign for Virgin Mobile, DDB Sydney’s rebranding of McDonald’s to Maccas for Australia Day and another campaign from McCann Melbourme for V/Line, Guilt Trips.

However, Dumb Ways to Die is inelligible to pick up the Grand Prix in the category as charity and public service work is not counted.

Last year WhybinTBWA and Ogilvy Sydney won Lions in the category for work for NRMA Car Insurance and Coca-Cola respectively.

The Australians on the shortlist:

Dumb Ways to Die, McCann Melbourne, Metro Trains

Guilt Trips, McCann Melbourne, V/Line

Australia Day, DDB Sydney, McDonald’s

How Brad Pitt’s Bro Helped Virgin Mobile Punch Above its Weight, Havas Worldwide Australia,  Virgin Mobile

Alex Hayes in Cannes

Nine Cannes advert



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