'Dumb Ways to Die' wins Best of the Decade Award at the 2016 Asia Pacific Tambuli Awards

Tambuli_besT_of_the_decade.jpgMcCann Melbourne's "Dumb Ways to Die" for Metro Victoria has won Best of the Decade at the 2016 Asia-Pacific Tambuli Awards held last night at the New World Hotel in Manila. A campaign that was first launched in November 2012, "Dumb Ways to Die" has become the most awarded campaign in advertising history, and in the history of Cannes (with 28 Lions, including five Grand Prix awards).

The Best of the Decade is a special award on the tenth anniversary of the APAC Tambuli Awards. This special award celebrates the most outstanding campaign of the decade (2005 - 2015) that best exemplifies the creative idea and execution of human good, while simultaneously achieving impressive business results.
DumbWays_Tambuli.jpgThe Asia-Pacific Tambuli Awards recognise Human Good in mainstream brand communication. This is not an award based solely on charity, advocacy, pro bono, or CSR advertising. The focus is on mainstream brand campaigns that celebrate humanity, inspire purpose, and deliver results. The awards honor brands that do good and do well - the seamless integration of creativity + human good + results.

Receiving the award on behalf of McCann Melbourne was Charles Cadell, Asia Pacifc President of McCann Worldgroup (pictured above, middle).

There were five other nominees for the Best of the Decade:

Help a Child Reach Five by MullenLowe Lintas Group India for Lifebuoy, Unilever

It's More Fun in the Philippines by BBDO Guerrero for the Philippine Department of Tourism

Liter of Light by BBDO Guerrero for PEPSICO Philippines My Shelter Foundation

Not a Bug Splat by BBDO Pakistan for Reprieve / Foundation for Fundamental Rights Pakistan

Smart Txtbks by Dentsu JaymeSyfu Philippines for Smart Communications Inc. Philippines

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