Creative agency McCann Melbourne has taken the top prize in the PR Lions at Cannes, picking up the Grand prix for its train safety campaign ‘Dumb Ways to Die’ created for Metro Train in Victoria.
The campaign, which has won a raft of awards in recent months, also picked up a Gold Lion for best use of social media. Dumb Ways To Die appears on course to become the most awarded creative camapign of all time.
McCann Melbourne were not the only Australian agencies to be recognised in the PR Lions, with Havas Worldwide and Frank PR, The Red Agency and One Green Bean also being recognised at the ceremony earlier today.
Sydney creative agency Havas Worldwide, in a joint entry with Frank PR, took out a Silver Lion in the healthcare category for its ‘Fundawear’ campaign, which saw the agency create mobile controlled electronic vibrating underwear for Durex.
Sydney PR agency One Green Bean won both a Silver and a Bronze Lion for their work on the Virgin Mobile campaign featuring Brad Pitt’s brother Doug. The campaign was recognised in the categories of celebrity endorsement and best integrated campaign (led by PR), respectively.
Meanwhile, The Red Agency won also both a Silver and Bronze Lion their work on ‘The Most Powerful Arm Ever Created‘. The which raised awareness and funds for Duchenne Muscular Dystrophy was recognised respectively in the categories of charity and not for profit and best use of digital PR.
In addition to the awards for ‘Dumb Ways to Die’, McCann Melbourne also won a Bronze Lion in the public sector category for its Impossible Orchestra campaign, featuring 24-hour musical tribute to the 2.6m carers in Australia.