McCann Melbourne team up with Metro Trains and publish tongue-in-cheek race-day guide

McCann Melbourne, the team behind Metro Train’s ‘Dumb Ways To Die‘ campaign, has teamed up with Metro Trains and published their guide to Spring Carnival train travel, for the once a year race-goer; The Uninformed Guide.

The tongue-in-cheek guide is one-part advice for novice train-travelling race-goers and two-parts “uninformed commentary for the uninformed punter”. It provides tips on appropriate dress, appropriate behaviour and how to take the “perfect selfie”.

John Mescall, executive creative director, McCann Melbourne said: “I know nothing about horse racing, so this campaign really speaks to me. And I’m sure the tens of thousands of other people who try to become instant experts at this time of the year will also appreciate it.”