Digital
Dumb Ways to Die
Metro Trains · 2012
- Agency
- McCann Melbourne
- Campaign
- Dumb Ways to Die
Analysis
A group of brightly colored characters display absurd injuries in Metro Trains' safety campaign. Friendly shapes make a difficult subject easy to recognize.
Comic charactersMemorable repetition
Why it worked
The simple bodies make each mishap readable quickly. The shared visual style lets the campaign repeat the warning in different situations.
Lesson
Use a consistent character system to make a recurring safety message recognizable.
Image source
© Metro Trains. Shown for study and commentary.
Not affiliated with or endorsed by Metro Trains.