In Partnership with
Bill & Melinda Gates foundation


Adrian Mills

Adrian Mills

Business Director
McCann Melbourne

Grand Prix Won in 2013

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Film, Radio, Direct, PR and Integrated Grands Prix - ‘Dumb Ways to Die’

"Accidents and deaths among young people on Melbourne’s Metro train system had been on the rise for years. But young people don’t listen to public safety messages. We needed to make train safety part of the conversation amongst 13-25 year olds. The strategy was to throw a hand grenade into the world of PSA messaging. To be so deliberately different to the norm, we couldn’t help but create a conversation around the message. We wrote a song called Dumb Ways to Die, created a music video for it, and attributed it to an artist that didn’t exist: Tangerine Kitty.We uploaded the video onto YouTube and the song onto iTunes. Within a week it had been viewed 20 million times and covered on every news service in Australia. Within a month, it had captured the world’s attention so effectively, it made it into Google’s 2012 Zeitgeist."

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