A year ago today, the world’s most awarded piece of advertising work of all time launched when McCann Melbourne’s Dumb Ways To Die, for Metro Trains, was released onto YouTube. It has since had more than 60m views.
Here’s everything it won:
London International Awards 2013
GOLD
Melbourne Metro Trains Dumb Ways to Die (Public Service/Social Welfare Campaign)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Branded Content)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Animation)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Best Music Video)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Integration)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Branded Content)
GOLD
Melbourne Metro Trains Dumb Ways to Die Campaign – Film, Tumblr, Website, App (Public Service/Social Welfare)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Public Service/Social Welfare)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Mobile Apps)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Viral)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Visual Design)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Branded Content)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Script Writing)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Branded Content)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Music Original – Song)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Use of Music)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Public Service/Social Welfare)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Animation)
BRONZE
Melbourne Metro Trains Dumb Ways to Die (Music Original – Song)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Branded Content)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Social Media)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Public Service/Social Welfare)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Copywriting)
BRONZE
Melbourne Metro Trains Dumb Ways to Die (Public Service/Social Welfare)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Art Direction Campaign)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Use of Illustration Campaign)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Public Service/Social Welfare Campaign)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Art Direction Campaign)
BRONZE
Melbourne Metro Trains Dumb Ways to Die (Use of Illustration Campaign)
ADMA Awards 2013
SILVER
Melbourne Metro Trains Dumb Ways to Die (Apps and New Development)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Craft – Art Direction)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Craft – Copy Writing)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Direct Response Digital)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Direct Response Digital)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Integrated Campaign)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Mobile)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Social Media)
BRONZE
Melbourne Metro Trains Dumb Ways to Die (Website)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Online Broadcast / Video)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Craft – Art Direction)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Out of Home)
SILVER
Melbourne Metro Trains Dumb Ways to Die (Campaign – Best Use of Performance Media)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Campaign – PR)
GOLD
Melbourne Metro Trains Dumb Ways to Die (Charity & Not For Profit)
Cresta Awards 2013
GRANDPRIX WINNER
Melbourne Metro Trains Dumb Ways to Die (Television)
GRANDPRIX WINNER
Melbourne Metro Trains Dumb Ways to Die (Integrated Campaigns)
National Safety Council Award
Spikes Asia 2013
Agency of the Year
Client of the Year
7 Grand Prix (Branded Content, Integrated, Promo & Activation, Digital, Radio, Film, Film Craft)
11 Gold Spikes
5 Silver Spikes
4 Bronze Spike
The Australian Effie Awards 2013
1 Silver Effie
2 Bronze Effies
Cannes Lions 2013
5 Grand Prix (Film, Integrated, Radio, Direct, PR)
18 Gold Lions
3 Silver Lions
2 Bronze Lions
Shortlists:
Best use of radio as a medium
Best use of integration of digital/social media
Most awarded campaign ever at Cannes
Together with 3 Bronze Lions for V/Line Guilt Trips and 1 Bronze Lion for FaHCSIA’s The Impossible Orchestra McCann Melbourne’s total points made us Runner-up Agency of the Year at Cannes.
D&AD 2013
1 Black Pencil
5 Yellow Pencils
3 Pencil Nominations
5 in-books
Agency of the Year
Most awarded campaign ever in D&AD’s history
Webbys 2013
7 Webbys (in 4 categories)
Most awarded campaign of 2013
One Show 2013
3 Gold Pencils
1 Bronze Pencil
4 Merit awards
Best of Show
3rd ranked global agency, Metro Trains top ranked client.
One Show Interactive 2013
1 Gold Pencil
1 Merit award
One Show Entertainment 2013
2 Gold Pencils
New York Festivals 2013
1 Grand Award
1 Gold Award
1 Silver Award
1 Bronze Award
Clio Awards 2013
3 Gold
1 Silver
Top ranked Australian agency
Mumbrella Awards 2013
Mumbrella Award for Bravery
Australia’s Favourite TV Ad of the Year
Ad Campaign of the Year
Thinker of the Year (John Mescall)
AdNews Awards (held in Feb 2013)
2012 Ad Campaign of the year
2012 Ad of the Year
TED
Selected among TED’s top 10 Ads Worth Spreading 2013, the only Australian advertisement ever to have been so recognised.
AdFest 2013
Grand Lotus for Film
2 Gold Integrated Lotus awards
1 Gold Lotus in Interactive
1 Silver Outdoor Lotus
1 Bronze Lotus in Interactive
Second ranked Australian agency
Sirens 2013
Gold Siren – Overall category winner
Silver Siren – Single category winner
Campaign of the Year
Siren Client Awards (voted by judging panel of clients)
Mumbrella
Ad of the Month – November 2012
ACES 2013
Best Australian Television and Cinema Commercial
2013 Asian Marketing Effectiveness Awards
4 Gold
(in categories: Most Effective Use of Branded Content; Charities, Public Health & Safety & Public Awareness Messages; Most Effective Use of Social Media Marketing; Best Integrated Marketing Campaign)
Shortlisted in Best Non-traditional Thinking / Non-advertising Idea
WARC Prize for Innovation 2013
Finalist
Very Short International Film Festival 2013
Prize of the people – runner up
Annecy International Animated Film Festival 2013
Winner – Best Commissioned Film
International Music & Sound Awards 2013
Best original composition in non broadcast or viral advertising / shortlisted
AMEs
Finalist, best non-traditional thinking non advertising idea