• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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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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