Metro Trains - "Kidney" by ANDY Awards 2014
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Metro Trains - "Kidney"
This ad is part of the ACT Responsible Collection
- Brand: Metro Trains
- Country: Australia
- Advertiser: Metro Trains
| Title | Kidney |
| Agency | McCANN |
| Campaign | Dumb Ways to Die |
| Advertiser | Metro Trains |
| Brand | Metro Trains |
| Posted | June 2013 |
| Business Sector | Airlines, Airports, Railways, Bus Lines, Ferries & Cruises |
| Media Type | Billboard |
| Market | Australia |
| AI Description | The Metro Trains ad titled "Kidney" utilizes cartoonish animation to convey a humorous yet serious message about safety around trains. The poster features a quirky, blue kidney character holding money, accompanied by the text "Dumb Ways to Die," with absurd scenarios like selling kidneys online or keeping a rattlesnake as a pet. It's an engaging and colorful design aimed at promoting awareness and caution. The light-hearted graphics offset the morbid theme, using humor to highlight the importance of being safe on train tracks. This approach is not only entertaining but also memorable, using the element of music to reinforce the campaign’s message, encouraging the viewer to learn from these "dumb" mistakes and stay safe. |
| Executive Creative Director | John Mescall |
| Creative Team | John Mescall |
| Creative Team | Pat Baron |
| Animation/3D | Julian Frost |
| Digital Team | Huey Groves |
| Digital Team | Christian Stocker |
| Group Account Director | Adrian Mills |
| Account Director | Alec Hussain |
| Account Manager | Tamara Broman |
| Producer | Mark Bradley |
| Producer | Cinnamon Darvall |
| Producer | Oliver McGill |