Dumb Ways To Die takes its third grand prix of Cannes with radio win
McCann Melbourne’s Dumb Ways To Die has picked up a third Grand Prix in Cannes, this time taking the top award in the radio category.
The safety campaign for Metro Trains also won two Gold Lions in the Radio Lions category.
The three minute version of the song was awarded the Grand Prix from among the 163 global entries.
It picked up the Gold Lions for Best Use of Music and/or Sound Design and Best Scriptwriting.
DDB Sydney won a pair of Silver Lion campaign awards for a Volkswagen Driver Fatigue campaign while Whybin/TBWA Australia won a Bronze Lion for an M.J Bale Men’s suits campaign.
Great content and know its not necessarily the criteria for winning sone of these awards but was the campaign effective?? I.e. did it reduce accidents?… I can’t believe that wasn’t the KPI of the client brief…
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Hi Sam,
Cannes does have a Creative Effectiveness Award in which winners of Lions from the previous year are invited to demonstrate that the campaign actually worked. In addition, it will be interesting to see how Dumb Ways To Die fares in the Effies locally.
Cheers,
Tim – Mumbrella
Hi Tim
Is this now the most awarded campaign in history (sorry, tried Google, but no luck)? I believe this was the case with D&AD. What about Cannes, has any campaign won three GRand Prix before?
Cheers
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Definately! Thanks Tim
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The entry on the Cannes Lions website said it reduced accidents by 21% in a matter of months.
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Hi Tom,
It must be getting close. I haven’t yet checked how many Grand Prix Best Job In The World (another Australian campaign of course) picked up – that would be the benchmark, I reckon.
Cheers,
Tim- Mumbrella
Update:
This isn’t comprehensive, but is a list we published of Best Job’s awards in 2009:
https://mumbrella.com.au/best-jobs-very-long-glory-list-11465
You’ll see it won three Grand Prix plus five other Lions, so Dumb Ways To Die has already beaten that…
Cheers,
Tim – Mumbrella
Thanks Tim
That is a long list indeed!
It’s amazing what one campaign can do for the reputation of a country’s total creative output, which in Australia’s case surely must skyrocket after this.
Cheers,
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