• PTV PUBLIC TRANSPORT VICTORIA
    VICTORIAN GOVERNMENT

    Accidents and deaths among young people on Melbourne’s Metro train system had been on the rise for years. But public safety messages generally don’t work on young people.

    The idea was pretty simple. Trains travel in a straight line, If you get hit by one, it’s really one of the dumbest ways you can die.

    Launched as a video on Youtube, a song on iTunes, ‘Dumb Ways to Die The Game’ now has over 4 billion unique plays from every country in the world.

CASE FILM

YOUTUBE SONG VIDEO

Illustration of cartoon characters on a train platform with text "Dumb Ways to Die" above them. Various characters display humorous and dangerous situations, promoting safety awareness. Includes iTunes and Google Play download logos.
App Store listing for 'Dumb Ways to Die,' showing app icon, rating, and available platforms, with an iPhone displaying search results for the same app.
Four smartphone screens displaying scenes from the game 'Dumb Ways to Die,' featuring animated characters and score summary.
Digital music player interface displaying "Dumb Ways to Die" single by Tangerine Kitty, featuring song cover art with cartoon characters on a road.
Illustration of cartoon characters crosswalk "Dumb Ways to Die" Tangerine Kitty urban scene.
The Little Book of Dumb Ways to Die with cartoon characters on cover
Illustrated character with red hair on fire running on path in a book
Cartoon character above water with text "Use your private parts as piranha bait."
Illustrated book page with a purple character crossing train tracks in front of a yellow train, with a red balloon and text on the opposite page.
"Dumb Ways to Die" poster featuring a blue cartoon character leaning on a yellow object with a red balloon. The poster includes humorous and absurd suggestions like setting fire to your hair and poking a grizzly bear.
Blurred train at a station with a safety warning screen displaying a cartoon character on Platform 4.
Animated character poster at train station platform with trains in motion.
Subway wall with three colorful "Dumb Ways to Die" posters featuring cartoon characters in humorous dangerous situations. Characters include a blue figure with fire on its head, a skeleton with an electrical plug, and a character with a bleeding head
Digital billboard with cartoon characters from 'Dumb Ways to Die' safety campaign in a shopping mall.
Three iPhones displaying Instagram posts from "official_dumbwaystodie." The first shows a green character with antlers and a mask, the second features a pink character with lifebuoys in water, and the third has intertwined colored arms for solidarity
Children running on a track with a large mascot dressed as a nurse with a yellow mop on its head, wearing white scrubs and a stethoscope.
A pink plastic figure with fish legs, arms, and eyes, featuring a wide, open mouth, standing next to a promotional display with information about a show and a pink and blue backdrop.
A humorous phrase 'Dumb Ways to Spread' with a cartoon character of a blue, monster-like creature with orange hair, big eyes, and an open mouth, set against a green background.
People raising their hands in a crowdsourced photo with the title 'The Walking Dumb (Ways to Die)' in large bold text at the bottom.
A cartoon illustration of a Tyrannosaurus rex with the Jurassic Park logo, a yellow sad egg character on a toilet, and a green background.
A logo with the words "Be Safe Around Thrones" and the Game of Thrones emblem in the center.
Animated cartoon scene with a muscular man pouring yellow liquid onto a woman with white hair, both under a yellow sun.
Pixel art characters from Minecraft Snug, with the title text "Dumb Ways to Die Minecraft Edition" in bold white letters.
Digital cartoon illustration of an anthropomorphic yellow character with a surprised expression, wielding a sword, beside an egg-shaped character with an open mouth and a small wound on top of its head, on a yellow background with black text that say
A cartoon depiction of someone being crucified with scissors in their hand, a person smiling with scissors in hand nearby.
Young man wearing a beanie and gray hoodie playing an acoustic guitar in a room with wooden walls.
A cartoon character resembling a blue jelly or blob, with big adorable eyes and an open mouth, is reading a blue book labeled 'Dumbpedia'. The background depicts a dark night sky with stars and green silhouettes of trees.
A large group of people, including children and adults, are standing on outdoor steps, raising their arms in a coordinated gesture during a daytime event. Some are dressed casually, and there is a person in a panda costume on the left side. The backg
Cartoon characters representing different scientists and elements, including a yellow cat, a tall robot, a skeleton, a scientist, a robot hand, a person with a hat, a pink molecule, a blue molecule, a green substance, and a person wearing glasses sur
A female news anchor in a green blazer reporting on a segment titled 'Smart Song' featuring a colorful animated image of various cartoon monsters and characters.
Three young males playing musical instruments: two guitars and a drum, in an indoor setting.
Card game box titled 'Dumb Ways to Die' with cartoon monsters and a sign saying 'Win or Die Trying'
Four animated characters with pixelated faces and colorful bodies, each with a different theme: fire, yellow round with white and red striped antennae, green fluffy, and pink with a bow and orange tail.
Clothing care label on red fabric indicating washing instructions and brand website.
Cartoon characters of various colorful aliens and monsters gathered together, some behind a podium, with a woman in a pink dress in front. Caption reads, "Dumb ways to vote".
Illustration of a cartoon flora and fauna forest scene with a cartoon green plant character with antlers and a gray gorilla character. The text says 'Botch vs Gorilla'.
Animated illustration from the game 'Puddles of the Lost Ark' featuring a cartoon ghost with a mouth open and arms raised, next to a large ghost with a similar face on a wooden platform, with smoke and dust clouds around.
Cartoon pink blob with a worried expression holding a corded phone, in a Halloween-themed room with a 'Halloween Haunted' sign on the wall and a shadowy figure in the doorway.
Two men playing acoustic guitars in a recording studio, wearing headphones and sitting on chairs.
Colorful animated Easter scene with trees, a rainbow, a blue, pink, and orange cartoon animals holding eggs, and a basket of decorated eggs; greeting reads 'Happy Easter from DUMB WAYS to DIE'
Promotional image for Dumb Ways: Free For All game showcasing a colorful, cartoonish landscape with vibrant purple and green hues, featuring whimsical mushrooms, a spaceship, and abstract terrain, with bold text announcing the game's title and platfo
A cartoon group of various colorful animals with man's faces, some holding balloons, in a playful, whimsical scene.
Cartoon characters from the game Grand Theft Auto V with the title in the background, depicting various characters and animals in a colorful animated style.
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Metro Trains
Public Transport Victoria
Public Health & Safety Awareness

Results
20% reduction in "near-miss" accidents
#1 Game App in 90 countries
Over 2 Billion unique games played
#1 Ranked song iTunes
127 million pledges
333 Million Youtube views

Capabilities
Film, Radio, Outdoor, Digital, PR, Mobile Game, Social & Content