Metro Ad Campaign: Dumb ways to die
This Ad campaign was made in an attempt to build awareness for safety around trains. The main idea behind making the Ad was to show varying dumb ways to die. This was done to show that death in and around trains would have to be because of dumb and careless behavior. The Ad was made in the form of a creative music video. They chose this creative approach because they didn't want gore or negative imagery that would offend someone. They also didn't want to tug at heart strings and make people cry. The main reason behind taking this approach to the Ad was to attract their main audience: Primarily youth. The Ad has proved so popular because its different. It gets stuck in your head and brings awareness to the common misconception that trains aren't safe because of the people controlling it, not the people on it. The main criticism of the Ad was that parents thought they took a overly childish direction with the Ad, leading to parents showing their kids the video. They thought the gore of the video was above and beyond what a kid should see. The overall message of the Ad is that dumb deaths happen all the time, and deaths near train stations are exactly the same. Don't automatically shift blame onto the Metro, look at the glass half full. See it from the other side.
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