Dumb Ways to Die
So 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. We pushed the music video on MTV, in cinema, through outdoor and at stations. The song earned 40 million YouTube views in a month, over 3 million social media shares, was covered by over 750 global news outlets and charted in 28 countries. ‘Dumb Ways to Die’ is now the third most viral ad of all time – good luck to the campaign that knocks it off.
- Integrated & Earned MediaEarned Media Campaigns
Year
- 2013
Country
- Australia
Art Director
- Pat Baron
Copywriter
- John Mescall
Creative Director
- Pat Baron
Executive Creative Director
- John Mescall
Director
- Alec Hussain
Producer
- Cinnamon Darvall
Animator
- Julian Frost
Illustrator
- Julian Frost
Senior Producer
- Mark Bradley
Music Producer
- Oliver McGill
Advertising Agency
- McCann Erickson Melbourne
Production Company
- McCann Erickson Melbourne
Account Manager
- Tamara Broman
Account Director
- Alec Hussain
Group Account Director
- Adrian Mills
Brand Manager
- Leah Waymark
Marketing Manager
- Chloe Alsop
So 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. We pushed the music video on MTV, in cinema, through outdoor and at stations. The song earned 40 million YouTube views in a month, over 3 million social media shares, was covered by over 750 global news outlets and charted in 28 countries. ‘Dumb Ways to Die’ is now the third most viral ad of all time – good luck to the campaign that knocks it off.