A senior executive from an Australia agency has predicted that the hit viral Dumb Ways to Die for Melbourne’s Metro Trains will win big at the Cannes Lions – partly because the standard of work isn’t high at the festival this year.
Anthony Gregorio, CEO of Havas Worldwide Australia, told that although the ad “deserves to do well”, it will do even better because 2012 is “leaner than most” for high quality work.
“It is a truly great campaign, no question. But because this year is leaner than most for high quality work, it should do even better,” Gregorio said.
Dumb Ways To Die is tipped for greatness at Cannes this year, with some predicting that the campaign could win more Grand Prix than any in history. The campaign, which has been viewed not far off 50m times on YouTube, was written by McCann Australia’s ECD John Mescall.
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