The Dumb Ways To Die advertising agency. McCann is the Australian advertising agency behind Metro Trains' world renowned Dumb Ways To Die campaign, McCann is an award-winning creative advertising agency, marketing agency, brand strategy agency, digital web interactive agency and graphic design agency with Melbourne, Brisbane and Sydney advertising agencies. McCann Australia was the world's most awarded creative advertising agency in 2013, is Australia's third most effective agency in the Global Effies Effectiveness Index and is the winner of the 2014 Cannes Lions Creative Effectiveness Grand Prix for its V/Line Guilt Trips campaign case study.
Creator of Dumb Ways To Die, Australia’s most successful viral brand campaign ever, McCann is a multidiscipline communications agency, McCann’s services encompass brand strategy, advertising, direct marketing and design, including a full suite of digital, interactive, online and web services and all associated production services, both for above-the-line media, including television, print, outdoor, radio and magazine, and online and below-the-line media including email marketing, e-crm, direct mail, collateral, visual merchandising and public relations, as well as through-the-line media neutral and integrated 360-communications services including experiential and ambient installations and event management.
McCann is known for taking a selective approach to its clients, focusing on blue-chip creative brand advertisers such as Coca-Cola, L’Oreal, Mastercard, Nestle, Pfizer, Uncle Tobys, Xbox, Metro Trains, V/Line, Lion Dairy & Drinks and government advertising. Its creative work has been recognised at advertising award shows including the Cannes Lions International Advertising Festival, One Show, Clio Awards, New York Festivals and local Australian advertising shows including the Australian Writers and Art Directors (AWARD) and Melbourne Art Directors Club (MADC) awards. The business has also been recognised in the Mumbrella, B&T and AdNews Agency of the Year Awards and is D&AD, Spikes, London International, Campaign Asia and Campaign Brief Agency of the Year.
The agency's principals include CEO Ben Lilley, named one of AdNews' top Forty Under Forty industry professionals and ex-Young & Rubican strategy planner Ashley Farr. Highly-awarded ex-JWT creative director John Mescall, writer of the global phenomenon Dumb Ways To Die, was McCann Australia's Executive Creative Director before moving to McCann Worldgroup New York as Global ECD. Pat Baron and Dejan Rasic are now McCann's Australian ECD's.