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Summary Of The Campaign 'Dumb Ways To Die'

Summary Of The Campaign 'Dumb Ways To Die'

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The campaign theme song Dumb Ways to Die features a three-minute music video of 21 cartoon characters dying through stupid mistakes, such as swimming with piranhas (Cauchi, 2013). Three of the characters die after being hit by trains (Cauchi, 2013). This campaign originated from Australia and was created by McCann Melbourne for Metro Train Australia in November 2012 (Cauchi, 2013). Metro Train Australia is the city’s metropolitan rail service, Metro operates 210 six carriage trains across 869 kilometres of track, transporting 415,000 customers each day with 15 lines, 218 stations and services seven days a week (Who We Are: Metro Trains, -). McCann Melbourne, however, is an advertising agent network being a subsidiary company in one of the four

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