A new campaign by the NSW Government is a lot of fun. As reported on Mumbrella, the 3 minute video is a clever way of highlighting a serious issue.

However, I can’t help comparing its 115,000 views (at time of writing) with Dumb Ways To Die’s 48,000,000.

Creativity is often derivative. I can see the client’s hand in this. “We want the next Dumb Ways To Die”, instead of looking for something uniquely theirs.