Sample of Good Writing

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The archive of 3,500 objects giving disabled designers and artists a voice

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  • Topic itself is motivating and attention – grabbing. It gives awareness and recognition to the  disabled creatives and any others that are considered “outsiders”.
  • Photographs used are very appropriate and interesting.

Microsoft has rethought its Xbox packaging for disabled gamers

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  • Explanation of the packaging is very clear, which is supported by the animated visuals of how to unpack the box.

The Beginner’s Web Design Checklist for Maximum Conversions

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  • It gives a nice handy check list in order to create a promising website.
  • Explanation is clear and informative.

 

Successful Ad Campaign

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Metro Trains: Dumb Ways to Die

How does a safety PSA for a local train company become the juggernaut of awards ceremonies, netting every creative prize going?

McCann Melbourne’s “Dumb Ways to Die” tapped into two elements that are loved almost universally: catchy music and cute cartoon characters. Add some really black humor into the mix and you get the beginnings of a cult classic.

The client, Melbourne’s Metro Trains, didn’t want a typical gloom-and-doom public service ad. McCann decided to go down the route of entertainment, writing some hilarious lyrics to a song about all the dumb ways to die—such as poking a grizzly bear, selling both your kidneys on the internet or using your privates as piranha bait—to underline the message that you need to be safe around trains because one of the dumbest ways to die is to get hit by one.

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The resulting song, recorded by Tangerine Kitty, launched via iTunes, radio, YouTube and more. Within 24 hours of its launch in November 2012, the “Dumb Ways to Die” song reached the top 10 chart of iTunes. But it was the YouTube video that really sealed this campaign’s fate.

Deliberately created to promote viral sharability, it featured adorable animated characters graphically meeting their fate in various sick ways. Add to that the hook-y melody and you have what one of our judges, Naoko Ito of Party, calls: “The 21st century version of ‘We Are the World’” for the era of YouTube.”

Another judge, Cindy Chen, global head of innovation, gum category, at Mondelez International, points to its “serious message delivered in a cute and upbeat manner,” adding: “I caught myself singing the songs unconsciously–it almost never happens.”

The campaign also included posters and ambient displays that proved fodder for Instagram and social media. For example, passers-by could shoot themselves alongside the campaign’s characters and press a giant button to take the pledge to be safer around trains.

And to ensure longevity, McCann continued to take the campaign into new areas–cuddly toys based on the characters, a mobile app, even an educational book. The latest iteration is an extremely popular mobile game, which as an iPhone app hit No. 1 in 53 markets and became the top iPad app in 81 countries, according to data from App Annie. As Judge Jimmy Smith, chairman, CEO, CCO at Amusement Park Entertainment, points out: “The campaign is two years old and I’m still singing it. Pharrell can’t even do that!”

The campaign’s accolades included Best of Show at the One Show and Grand Trophy in the 2013 New York Festivals International Advertising Awards. And, famously, it became the most awarded campaign in the history of Cannes (with 28 Lions, including the five Grands Prix).

So, looking back a year later, was it deserved? Susan Gianinno, chairman, Publicis Worldwide, notes: “I actually think the awards circuit got carried away with this one. But, this is another example of a truly tough brief. How on earth do you get young people to even think about the perils of train platforms? You have to charm them into paying attention. This work works ‘like a charm.’ It is utterly contagious.”

It was also effective: Metro Trains noticed a 21% reduction in accidents and deaths on its network as a result of the campaign.

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Watch the Ad.