B11. Best Non-traditional Thinking / Non-advertising Idea

The Shortlist
CAMPAIGN
Dumb Ways to Die
AGENCY
McCann
CLIENT
Metro Trains
BRAND
Metro Trains
DETAILS
CAMPAIGN SUMMARY
With more that 42m views on YouTube, 3 million+ social media shares and a reduction in rail related accidents in key accident areas of 31% since launch, Dumb Ways to Die is one of Australia’s most successful non-traditional campaigns ever.
“Be Safe Around Trains” is a message that young Melbournians needed to hear. Injuries and deaths were on the rise in key metro rail accident areas. However, rail safety is not the most pressing issue concerning Australian youth. Additionally Metro’s on-platform safety activity was being drowned out by outdoor advertising, making Metro’s campaigning almost invisible. We needed to do something that was disruptive and worth paying attention to. With a limited media budget we couldn’t simply shout louder. Instead we needed to embrace the power of the digital native and their power to consume media when and where they want.
Our strategy was to turn a message young people needed to hear, into a message they wanted to hear and share. And importantly create content that would get the attention of media in order to generate the publicity we couldn’t afford. Importantly, we had to do all this whilst ensuring we avoided any of the category clichéd, parental type messaging our target had effectively become immune to.
At the core of the campaign idea was the music video, Dumb Ways To Die. Seeded through social networks native to our target market, Dumb Ways To Die became a global phenomenon, and quickly demonstrated a tangible change in behaviour.

CREDITS OF PEOPLE
Executive Creative Director: John Mescall
Creative Director: Pat Baron
Copywriter: John Mescall
Art Director: Pat Baron
Animation: Julian Frost
Illustration: Julian Frost
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Strategy: Adrian Mills
Senior Producer: Mark Bradley
Producer: Cinnamon Darvall
Lyrics: John Mescall
Composer and producer: Oliver McGill
Metro Trains General Manager, Corporate Relations: Leah Waymark
Metro Trains Marketing Manager: Chloe Alsop
CAMPAIGN
Augmented Reality Mugs
AGENCY
OgilvyAction
CLIENT
Philips
BRAND
Male Grooming
DETAILS
CAMPAIGN SUMMARY
To sell more Philips Grooming Kits, we had to initiate young men into the art of facial hair. The hair salon is where men are most receptive to suggestions about their looks and open to try something new.
-We transformed the whole established hair cutting ritual into a unique opportunity to introduce and demo our products.
-The highlight of the experience was our low-tech ‘Augmented Reality’ mugs (brought with the salon beverage) that allowed men to experience facial hair without inhibitions in a fun and personal way.

CREDITS OF PEOPLE
Daniel Comar, Regional Executive Creative Director (Asia Pacific), OgilvyAction
Chyi Lin, Executive Creative Director, OgilvyAction
James Lei, Assistant Art Director, OgilvyAction
Julia Ou, Group Account Director. OgilvyAction
Vincent Chang, Associate Planning Director, OgilvyAction
Joanne Mei, Account Executive, OgilvyAction
Jack Wu, Production Manager, OgilvyAction
Peggy Chou, Production Specialist, OgilvyAction
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters