‘Dumb ways to die’ named best campaign of the decade at Tambuli Awards

Metro Melbourne’s ‘Dumb ways to die’ campaign has won Best of the Decade at the Asia-Pacific Tambuli Awards.

McCann Melbourne’s ‘Dumb ways to die’ educational safety campaign for Metro Melbourne won Best of the Decade at the Asia-Pacific Tambuli awards last week.

The campaign, which first appeared in November 2012, has become the most awarded in advertising history, and in the history of Cannes, with 28 Lions, including five Grand Prix awards.

Dumb ways to die’ features as a case study in the upcoming August/September issue of Marketing. Purchase a subscription to receive it first!

Best of the Decade is a special award at this year’s tenth anniversary of the Asia-Pacific Tambuli Awards, which honour the campaigns that best exemplify the creative idea and execution of human good, while achieving business results.

The Tambuli awards recognise human good in mainstream communication, and is not based solely on charity, advocacy, pro bono or CSR campaigns, but on mainstream campaigns which promote humanity and purpose and deliver results.

Charles Caddell, Asia-Pacific president of McCann worldgroup, accepted the prize on behalf of McCann Melbourne.

The video for the campaign features a song listing dumb ways to die, and finishes off with a few associated with unsafe behaviour around trains and train station platforms and crossings, before delivering the ‘be safe around trains’ message.

Here’s the original ‘Dumb ways to die’ video:

Five other nominees for the award were:

  • ‘Help a child reach five’ by MullenLowe Lintas Group India for Lifebuoy, Unilever,
  • ‘It’s more fun in the Phillipines’ by BBDO Guerrero for the Philippine Department of Tourism,
  • ‘Litre of light’ by BBDO Guerrero for PEPSICO Philippines My Shelter Foundation,
  • ‘Not a bug splat’ by BBDO Pakistan for Reprieve / Foundation for Fundamental Rights Pakistan, and
  • ‘Smart txtbks’ by Dentsu JaymeSyfu Philippines for Smart Communications Inc. Philippines.


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Ben Ice
BY Ben Ice ON 8 June 2016