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Dumb Ways to Die

Award: Graphite Pencil

Graphite Pencil / Radio Advertising / Sound Design & Use of Music for Radio Advertising / 2013

In 2012, 77,000 people paid to own this radio ad. In fact, it charted in 28 countries reaching a peak of number three in Hong Kong. This is all despite the fact that the song was available for free download on Soundcloud and also available on all self-respecting illegal download sites. While radio advertising was purchased in Melbourne, stations around the world played it for free, as a pop song. Not bad.

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If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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