McCann Melbourne named London International Awards’ Agency of the Year

McCann Melbourne’s ‘Dumb Ways to Die’ campaign for Metro Trains has scooped up three London International Awards with the agency also named the LIA Agency of the Year.

The successful campaign picked up Grands LIAs in Digital, Non-traditional and Integration as well as 15 Gold, seven Silver and one bronze LIA for the work. It had been shortlisted 29 times.

Digital jury president Nick Law said: “Hardly any surprise that “Dumb Ways To Die” has got best in show, it’s a hard thing to argue against. It transcended our industry. It got out there, as both a charming narrative, but also a game, which is a very different thing. The ability to write a script, record a song, animate a video is very different to designing good game play and yet they did both at this level that transcended the industry. That’s’ a very are thing to do, it’s like being hit by lighting.”

McCann Melbourne also took home four silvers and two bronze awards for the Metro Trains campaign titled “Bear”, “Fire”, “Helmet”, “Moose”, “Piranha” and “Toast”.