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Dumb Ways To Die will clean up at Cannes – ‘because standards are low this year’

Anthony Gregorio

Havas Australia boss Anthony Gregorio

A senior executive from an Australia agency has predicted that the hit viral Dumb Ways to Die for Melbourne’s Metro Trains will win big at the Cannes Lions – partly because the standard of work isn’t high at the festival this year.

Anthony Gregorio, CEO of Havas Worldwide Australia, told Mumbrella that although the ad – which has already won the grand prix in the direct and PR lions – “deserves to do well”, it will do even better because 2012 is “leaner than most” for high quality work.

“It is a truly great campaign, no question. But because this year is leaner than most for high quality work, it should do even better,” Gregorio said.

Dumb Ways To Die is tipped for greatness at Cannes this year, with some predicting that the campaign could win more Grand Prix than any in history.

The campaign, which has been viewed not far off 50m times on YouTube, was written by McCann Australia’s ECD John Mescall, who was named Thinker of the Year at the Mumbrella Awards recently.

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