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CANNES, France—McCann Melbourne, which won a record five Grand Prix last year for "Dumb Ways to Die," won the 2014 Creative Effectiveness Grand Prix here on Monday for a different train campaign: its "Guilt Trips" effort to get young people in Australian cities to visit their parents in the country.
The client, V/Line, had a tough challenge: to draw young people away from their routines, away from their digital devices and on to trains to see relatives hundreds of miles away.
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