Dumb Ways does a Valentine’s Day special

The Dumb Ways to Die campaign for Metro Trains, which was yesterday named the most awarded campaign ever by the Gunn Report, has produced a special version to mark Valentine’s Day.

A 30-second video features two animated characters have a romantic, but ultimately fatal moment.

The agency behind the campaign was McCann Melbourne, which was named the joint most awarded agency in the world by the Gunn Report because of the success of the campaign.

Dumb Ways to Die, the brainchild of McCann Melbourne ECD John Mescall, launched in November 2012 to curb preventable train-related deaths in Melbourne for Metro Trains. The video has been viewed 71.5m times on YouTube at the time of writing.

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