Another D&AD Nomination for McCann’s ‘Dumb Ways to Die’ campaign in Outdoor category
McCann Melbourne’s Metro Trains ‘Dumb Ways to Die’ campaign continues its run of Nominations at D&AD, bagging one more in the Outdoor category.
The campaign has been judged amongst the best in the world at the D&AD judging event taking place this week at London’s Olympia Exhibition Centre.
Says Nick Worthington, foreman of the Outdoor Advertising Jury at D&AD 2013: “The Outdoor category isn’t traditionally as progressive as disciplines like digital, for example. But one interesting theme to emerge this year is the experiential and ambient side of outdoor advertising. We’re seeing pieces of work which really challenge our understanding of the category; do their hearts lies in the experiential, viral or even the PR world? This blurring of boundaries is an interesting challenge for the jury this year, so it’s even tougher than ever to make the final grade.”
Nominations in the category went to:
- Sport by CHI & Partners for News International, The Sunday Times
- Wsh Ewe Wre Ere by Ogilvy & Mather London for Expedia
- Parkinson’s by The Assembly for Parkinson’s UK
- Dumb Ways to Die by McCann Erickson Melbourne for Metro Trains
- Push to Add Drama by Duval Guillaume for Turner Broadcasting System Europe, TNT
- Portable Water Generator by Mayo Publicidad for UTEC University
- #CokeHands by Ogilvy & Mather Shanghai for Coca-Cola
There were a further 14 that were awarded In-Book status by the jury for the Outdoor Advertising category.
The In-Book work, which will appear in the 51st D&AD Annual:
- Dragons Den by CHI & Partners for News International, The Sunday Times
- Next Stop, McDonald’s by Leo Burnett London for McDonald’s
- Mum Dad IOU by Ogilvy & Mather London for Expedia
- Kia Optima Panoramic Sunroof :Cat by David and Goliath for Kia Motors America
- Mobile Medic by George Patterson Y&R Melbourne for Defence Force Recruiting
- Park Assist Technology by DDB Sydney for Volkswagen Group Australia
- Circle by Young & Rubicam Mexico for Araceli Roldán Alcalá, Save the Children
- Axe Anarchy by Bartle Bogle Hegarty for Axe
- Road Letters by Ogilvy Brazil for Claro
- Ray-Ban 75 Years of Legend by Marcel Worldwide for Erika Ferszt, Ray-Ban
- Sky Tweets by Crispin Porter + Bogusky London for Christian Woolfenden, Paddy Power
- Fight for Literacy by DDB Paris for ANLCI
- The World Without Billionaires by Ogilvy Brazil for Forbes Brasil, Forbes Magazine
- Driving Dogs by Draft for MINI New Zealand
Entrants will have to wait until the award ceremony on 12 June to find out whether they have been awarded a coveted Yellow Pencil.
4 Comments
I absolutely love dumb ways to die. Fantastic idea. So with the greatest of respect, I want to ask a genuine question about the merits of the posters.
They feel more like print ads to me. Even though the visuals are excellent I can hardly read the headline let alone the copy, of which there is a lot. And you have to read it all to get the point.
When you divorce yourself from the video (it’s hard, but you have to do it) are they amazing posters in their own right? I’ll be happy to be wrong.
transit advertising posters, on train platforms, where people stand around for minutes at a time.
these wouldn’t work at all on a supersite on a road, but designed for a particular location, they do.
I agree with the first comment. It’s a wonderful viral, but if you haven’t seen the video, would you judge these as great? Don’t think so.
If that’s the case then they need a new category, because almost any print ad could be a transit poster. But I don’t think it is the case.
Even at train stations, you’re competing with many distractions: other commuters, books, mobile phones, trains going past, the clouds etc.. You can’t assume everyone has enough time, interest or eye power to read your ad.
The same applies to the Forbes work listed above. Fantastic ads, but you need to very close to read them. That works in a newspaper or magazine. Not a poster.