Dumb Ways To Die

Insight

Despite all the messaging that's out there, young people don't listen to safety messages.

Idea

Show that of all the ways die, being hit by a train is the dumbest.

Execution

A song about all the dumbest ways you can die to show stupid it is to be hit by a train.

Notes

Shows how powerful a song can be. The idea is really tight, but the execution is superb. Went viral because of how tidy the implementation is and the subsequent work on campaign to build it out over the following years is all well thought out and appropriate to the idea.