When I first posted this on November 16, Dumb Ways To Die had 369 views. At the current time of writing, it has over 12 million and is the fastest growing ‘viral’ ad in Australian history, as reported in Mumbrella.
One of the man points that jumps out in John Mescal’s Mumbrella article is the fact that the client was prepared to be truly honest. It is a great starting point, and sadly, is too rare. A great campaign, and beautifully creative.