This is a periodic installment that asks an agency guru to highlight a project from Google's Creative Sandbox, an online gallery of standout campaigns that blend creativity and technology.
Chief Creative Officer, JWT New York
My Pick: Dumb Ways to Die for Melbourne Metro Rail McCann Worldgroup
In a Nutshell: A public service announcement on Metro Rail safety that turned into a global viral phenomenon
Why I Wish I Did It: If there’s one thing Don Draper has taught us over six seasons of Mad Men, it’s this: Every great ad is secretly about death. That’s why I love this campaign from Australia. It takes what could be a gruesome and depressing message and makes it joyful and shareable and hummable and everything a great ad should be. I also appreciate that it gives credit to the audience that they can handle a tongue-in-cheek approach to such a serious issue. Last point: This campaign also reminded me not to do my own electrical work this past weekend. So it may have just saved my life. Thanks, Metro!
49 million YouTube Views
Top 10 download on iTunes
20% reduction in accidents on Metro