"Dumb Ways to Die," the super-viral, animated video for the Australian Metro that featured cute characters dying in spectacularly stupid ways, earned McCann Melbourne Best of Show honors at the One Show awards, announced Wednesday night at Lincoln Center's Alice Tully Hall in New York City.
The campaign won a Gold in the public service, radio and longform cinema categories, and picked up a Bronze in the newspaper magazine category.
"McCann/Melbourne managed to tap into something special with 'Dumb Ways to Die,' as shown by the 50 million-plus views on YouTube," said Mary Warlick, CEO of The One Club, in a statement. "They turned what might have been a morbid topic into a funny, catchy spot that charmed and, more importantly, raised awareness."
A total of 34 Gold Pencils, 38 Silver Pencils, 20 Bronze Pencils and 464 Merit awards were handed out this year, with 554 winners from 34 countries. The show received over 11,500 submissions this year.
Proctor & Gamble won "Client of the Year" for work for Old Spice, Tide, and their weepy, tear-jerking "Best Job" Olympics campaign.
Other big winners were Wieden & Kennedy Portland, which won in multiple categories for "Best Job," and earned nods for Old Spice's "Muscle Music," Barton F. Graf 9000, for its Ragu campaign "A Long Day of Childhood" and BBH London for The Guardian's "Three Little Pigs."
Droga5 New York's "Help, I Want to Save a Life" for Method, created by the shop's copywriter Graham Douglas, also did well, picking up a Gold in public service--promotional items category. The innovative product effort coupled bone marrow swab kits with bandages to encourage people to send in blood samples and register to become bone marrow donors, since they've cut themselves anyway.
Ms. Warlick added in a statement that she is noticing a "departure" from slapstick humor and a move towards more "thoughtful humor" this year, as well as an "emphasis on in-depth storytelling."
A full list of winners can be found here.