McCann wins the ACES with "Dumb Ways To Die".

McCann's Dumb Ways To Die adds to the trophy collection with a win at the ACES

It's been another hugely successful night for McCann Melbourne who have collected another award for their Metro Trains campaign Dumb Ways To Die, taking out the ACE of Excellence at the Australian Creative Excellence Showcase (ACES).

The ground breaking Dumb Ways To Die which uses entertainment in place of shock tactics has changed perceptions of ads in the category. It became a viral hit within 24 hours of release and soon after became a world-wide internet phenomenon. The success of the campaign continued to elevate as the full 3 minute version of the ad appeared in cinemas throughout Melbourne, entertaining audiences and capitalising on cinema's unrivalled impact and engagement, an ideal environment for Metro Trains to broaden their reach and exposure.

Communications Director of McCann, Andrea Sophocleous said, Metro Trains were brave clients who were open to our out of the box thinking and were excited to work with us to create a big idea that we knew would get cut through.

The ACES attracted a particularly high caliber of entries. The top 3 ACES finalists included DDB's Reward Saver Wedding campaign for client Westpac, Clemenger BBDO's Time To See Australia campaign for client Great Southern Rail and McCann Melbourne's winning entry for Metro Trains campaign Dumb Ways To Die.

It was great to see so many more people enter the ACES said ACES Jury Chairman and BWM's Executive Creative Director Rob Belgiovane. But while most entries were of a very high standard, Dumb Ways To Die was clearly well ahead of the pack. So often "safety" messages are based on graphic footage of bad accidents, so a sweet song with child like animation is such a fresh approach for a serious issue that it was impossible to ignore. Congratulations to all the finalists.

The ongoing support from creative agencies has made the ACES a distinguished platform that recognizes and rewards the exceptional creative work that is being produced in Australia.

Val Morgan CEO Damian Keogh said The ACES have gone from strength to strength and this event has certainly been our most successful with brilliant creative entered from a number of high profile brands. The unique thing about the ACES is that those that haven't had their creative played in cinema get to see it on the best screen possible the cinema screen.

March ACES Finalists:

Title of Entry

Client

Company

Surfin Santas

Aldi

BMF

The Best Thing Since Games Were Invented

Evocca College

Engine

House Of Sparkling

Yellowglen

The Monkeys

Dumb Ways To Die

Metro Trains

McCann

Reward Saver - Wedding

Westpac

DDB

Time To See Australia

Great Southern Rail

Clemenger BBDO

Mamia Baby Faces

Aldi

BMF

Somewhere

Animals Australia

FSM

Hows Your Form?

Tabcorp

BWM

Tick

Sensis

Finch

LINK:	http://www.valmorgan.com.au/news-events/aces/march-2013-aces/...
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