To me, one of the best ways to understand how effective marketing works is to look at campaigns that have won the most or the biggest creative industry awards, and you won’t find a recent campaign that has been more successful at winning major awards than this one from McCann’s office in Melbourne, Australia. I discuss many awards submissions with my clients every year, and in my experience, oftentimes what makes a project award-worthy is the documentation you can provide – especially when you can clearly present valid results the work has helped deliver. This theory is backed-up by the documentation for Dumb Ways to Die from McCann Melbourne, which was named “Most Awarded Agency” by Advertising Age in 2013 thanks to this project earning numerous “best of show” honors from the major international programs, including a record five Cannes Lions Grand Prix (in the Film, Integrated, Direct, PR and Radio categories).
Here are some highlights of the verbiage the agency used for this project, which was produced for Melbourne Metro Trains. Read more