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Dumb Ways to Die

Award: Graphite Pencil

Graphite Pencil / Art Direction / Art Direction for Poster Advertising / 2013

How do you reach young commuters who think they will outlive religion? Why not start by breaking every single rule of public safety messaging one could find? A key part of a broader campaign, these cute little dead guys ended up on people’s cameras, hash tagged all over Instagram and cheerfully etched in the consciousness of a segment of risk-hungry young Melbournians, hard- wired to do dumb stuff when and where they shouldn’t.

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