From Tribal DDB Toronto’s Australian contingent comes the appallingly catchy “Dumb Ways to Die”, a PSA from Melbourne Metro transportation. Miles described it as “the best piece of branded content” he has ever seen.
In true propagation planning style, it is available across a variety of trans-digi-media properties including:
Tumblr – reblogapalooza for the many hilarious gifs such as:
iTunes – so catchy
20mm views on YouTube as of Friday evening shows it is being shared at an incredibly rapid pace – let’s hope safety standards are being adopted as quickly.
UPDATE: mimicry is the highest form of flattery