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Melbourne’s Metro Trains wins advertiser of the year at Spikes Asia

A regional train operator in Australia has been named Spikes Asia’s advertiser of the year.

Melbourne’s Metro Trains claimed the accolade for creating the most watched public service video of all time, Dumb Ways to Die.

The video, created by McCann, has been watched more than 58m times on YouTube.

Terry Savage, chairman of Lions Festivals, said: “It is remarkable what Metro and its agency have achieved with the “Dumb Ways to Die” campaign. This is the best use of creative communications that we have seen recently.”

“Not only has it captured the imagination and engaged the public through multimedia platforms – radio, outdoor, gaming, social media, etc. – but it has also been effective in achieving a change in people’s behaviour.”

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