At the final awards ceremony of the Cannes Lions Festival of Creativity on Saturday night, creative legends Dan Wieden and Lee Clow both said they wished they'd created "Dumb Ways to Die," the safety campaign created for Metro Trains by McCann Australia. The campaign won five Grand Prix awards at the festival.
That's quite the compliment for John Mescall, the agency's exec creative director. As the festival was wrapping up, he spoke to Ad Age about the keys to coming up with great campaigns and how the agency plans to keep the message of train safety top of mind.
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