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Dumb Ways to Die

The social marketing ad campaign we chose to analyze is called, “Dumb Ways to Die,” created by the McCann Melbourne advertising agency for Metro Trains. The concept behind this ad was to raise awareness around train and railway safety. With the use of its clever and catchy theme song and animated characters demonstrating the numerous examples of, “Dumb Ways to Die,” the campaign has become a viral sensation. From its release date, of almost a year ago until now “DWTD” has had over 61+ million views on YouTube, has an interactive website dedicated solely to the campaign, an app available for Apple and Android devices as well as several parody versions of the video. When we first stumbled upon this…