With this campaign, it became cool to be safe and dumb to take risks around trains. “We hope to surprise and delight people of all ages with a really fun and entertainment game, while still conveying a serious safety message. “The Dumb Ways to Die characters are safety champions, mainly around trains, but occasionally they see risks with other popular events and like to warn people of the consequences,”Metro Trains general manager of corporate relations and business development, Leah Waymark, said.

It was also awards a raft of gongs at Cannes and at last year’s ADMA Awards. Following the massive success of Dumb Ways to Die, we are giving the world something fresh, new and original to fall in love with: a sequel. Its launch followed the success of the ‘Dumb Ways to Die’ viral campaign aimed at improving consumer rail safety. Enjoy this game for free, plus hundreds more free of ads and in-app purchases, with a Google Play Pass subscription. It also has train safety tips, and a 'red button' you. The website has characters you can click on to make them die their original death. The website was released from November 15, 2012, and remained for two years until October 2014. The viral campaign proved a massive hit, and the tune hit the iTunes top 10 charts 24 hours after its release.Īccording to the agency, the original Dumb Ways to Die game went to number one on the iTunes App Store in 21 countries, clocking up 71 million downloads and 1.2 billion plays. is the official website for Dumb Ways to Die. The latest game and campaign efforts come two years after the initial launch of the ‘Dumb Ways to Die’ campaign, released as an online music video.

Alongside the new game, McCann has created several new online videos combining action and animation and Facebook content, and has also updated its website with the aim of providing a hub for discussion around the content.

Dumb ways to die