The Dumb Ways to Die campaign out of McCann Melbourne came to life via a music video, radio spots & on-air play, in-school booklets, a mobile game app, posters & outdoor advertising that catered to instagram, plus karaoke and a tumblr. That's all. And then it became the "most shared public service campaign in history" and took home a record-breaking 28 awards at Cannes, including the Integrated Grand Prix. All for a public service announcement for Metro Trains.
The lesson: When you're an agency with an amazing idea, do whatever it takes to make it happen.
According to Wikipedia, "Despite being a popular campaign, baseline statistics on near misses at level crossings in the target state of Victoria show no change." So this campaign wasn't effective. But it was incredibly entertaining and stupidly simple, which is a surefire gameplan for raking in awards. Having such a catchy song didn't hurt, either.
Dive into Dumb Ways to Die: http://dumbwaystodie.com/