The Drum Awards Festival - Extended Deadline

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By John McCarthy, Opinion editor

October 28, 2014 | 1 min read

Award winning cartoon campaign, Dumb Ways to Die, designed to reduce rail accidents on the Melbourne Metro Line, has made a return with a second mobile game.

‘Dumb Ways To Die 2: The Games’ will see users lead their athletes to safety avoiding a host of Olympics-like disasters when it is released on mobile in November.

Advertising agency McCann Melbourne, launched the original ad in November 2012, gaining over 90 million views on YouTube.

The video showed cartoon characters dying from eating superglue, sticking forks in toasters and selling both their kidneys, to playfully alert viewers that train deaths can be easily avoided if the correct precautions are taken.

Dumb Ways to Die, which contributed to a 30 per cent fall in rail accidents in Melbourne, swept up at the Cannes Lions 2013, taking five Grand Prix awards, 18 Gold Lions, three Silver Lions and two Bronze Lions.

Dumb Ways To Die

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McCann Melbourne

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