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The incredible online success of Melbourne Metro’s safety message- Dumb Ways to Die has recently crystallized into prestigious industry recognition. In the last month alone it has won the Crystal at Annecy for best commissioned film, a Black Pencil at D&AD and an unprecedented 5 Grand Prix at Cannes.

Creating truly successful viral campaigns is a modern holy grail in ad-land and is something creatives in the field have been shooting for quite a long time. This, undoubtedly,  is why the advertising’s top brass are taking so much notice of this low budget animated music video currently sitting pretty with over 50 million youtube views. It seems unfortunate, then, that Melbourne Director- Julian Frost is rarely credited by the agency (or the press) when talking about the project. I hope this is something that begins to change as the award season rolls on.


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