Dumb Ways To Die: Safety Announcement to Gaming Franchise

In 2012 a campaign from Metro Trains shot to stardom. In 24 hours it went viral. Over 270 million views, 104 million pledges to be safe around trains, 6.1 billion game sessions. The dumb story goes through the song beating ‘Diamonds’ on the music charts, the parodies, the upcoming TV series and our new games including DumbVR.  We’ll leave you with tips on how using humour can help you reach a whole new audience, their hearts, minds and smart phones and build a gaming franchise from scratch.


Leah Waymark [Chief Corporate Business Relationship Officer and CEO of DUMB, Metro], Adrian Mills [Managing Director, McCann], Dean Mendes [Digital Advisor, Metro], Gerry Sakkas [CEO and founder, Playside Studios]