Tuesday, June 18, 2013

And the winner is...

The oh so ridiculously named Cannes International Festival of Creativity – formerly the Cannes Advertising Festival – got underway yesterday and this year's first winner is actually very creative.

Developed to help reduce the number of deaths around railroad tracks in Australia, "Dumb Ways To Die" is a campaign does everything great marketing is supposed to do.

It's disruptive.

It's memorable.

It's engaging.

It's shareable.

And best of all it's effective, reducing deaths by 21% last year.

The campaign starts with a great insight: nobody likes to be lectured to. That's what most public safety campaign do. Don't drink and drive. Wear your seatbelt. Don't smoke. Stop drinking 64-ounce sodas. All of these campaigns have one strategy; they nag, nag, nag – to the point where nobody listens anymore.

Starting with a perky happy pop melody and lyrics that are dark and disturbed, this video is impossible to ignore or forget.

Not satisfied with nearly 50 million views YouTube views. The campaign's creators worked hard to get the song played on local radio. They created a karaoke version that people have used as a foundation for their own videos. They printed coloring books and built a smartphone game for kids. And of course, they produced this fun, interactive and informative website.

It's the rare smart campaign that prevents humans from doing dumb things.

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