Dumb Ways to Die 2: The Games
Metro Trains
Issue 34 | March 2015
Agency
McCann Melbourne
Creative Team
Creatives Pat Baron David Ponce De Leon Matthew Hine Ryan Clayton
Production Team
Production Millipede Will Monte Samuel Baird Sara Cousins
Other Credits
Others Alex Haigh Adrian Mills Joe Guario Alec Hussain Serrin Dewar Clara Tang Tony Prysten Andrew North Patrick Trethewan David Budd Scott Hall
Date
October 2014
Background
In 2012, 'Dumb Ways to Die' became one of the most popular public service announcements of all time. It started with a song encouraging people to be safe around trains, which became a viral video, which was then turned into a game. People went crazy for it.
In 2014, getting hit by a train remained one of the dumbest ways to die so the challenge was to use the 'Dumb Ways To Die' platform to inspire even more young people around the world to be safe around trains.
Idea
'Dumb Ways to Die 2: The Games' was a sequel that was bigger and better than the original game. In it, players travelled by train across a world filled with lovable new characters and tried to keep them alive as they competed in the dumbest sports ever invented, guiding them through 28 action-packed train safety mini-games.
These included Electric Fence Hurdles. They are electric and players have to hurdle them. Or else.
Landmine Curling. The landmine has to be swept into the ice before it explodes.
Javelin Catching. Enough said.
Results
The game became the No.1 app in 81 countries, with 30 million people pledging to be safe around trains.
It also deepened engagement with the safety message and ensured it reached an even greater audience.
- #1 iPad App in 81 countries
- #1 iPhone App in 53 countries
- 30 million pledges to be safe
- 1.85 billion mini-game plays
Our Thoughts
We had an interesting argument about this. Someone on the panel said, ‘Dumb Ways To Die’ has been around for so- o-o long now. Yesterday’s news.’ But
my more mature editorial response to this was, we are increasingly in the business of creating long-tail ideas. We may get bored of ideas quickly but our customers and brand fans don’t.
And, by the way, when you look at the numbers, they are mind-boggling. This is an idea that keeps on giving and the longer it survives and thrives the greater the tributes it deserves.