Dumb Ways will clean up at Cannes – ‘because standards are low this year’

Anthony GregorioA 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


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