'Craftmanship' and 'insight' triumph as Dumb Ways to Die picks up two Grands Prix at Cannes
McCann Melbourne’s hotly tipped ‘Dumb Ways to Die’ campaign has taken two Grand Prix on the first day of the Cannes Lions.
The viral, with almost 50 million views on Youtube so far in promotion of a local Melbourne rail safety message, won the Grands Prix in the Direct Lions and PR Lions categories.
Senior industry figures have told The Drum they consider it a contender to take the overall Grand Prix at the end of the week.
Jury President David Gallagher the win illustrated how “the world of PR really is changing before our very eyes.”
“In our business it wasn’t that long ago when most of our content was centred around a press release,” he said.
“Those days are behind us. What we need now is content like this that’s based around real human insight. It needs to bring about real change - in this case the campaign showed a 21 percent reduction in serious injuries related to train accidents. We felt it was a great demonstration of where this business is going.
Fellow juror Jennifer Scott from Ogilvy PR said the campaign ““took something that’s not very interesting and turned it into something they could own, pass along, enjoy and get a kick out of.”
She added: “And that created a magnification of the message. They also made sure this message was seeded. We looked specifically for that kind of craftsmanship.”
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