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CANNES, France—In the end, the dumbness was record breaking.
Visitors to the Cannes Lions festival here speculated all week about just how many Grand Prix the “Dumb Ways to Die” train-safety campaign from McCann Melbourne would pick up. Tonight, it added a Film Grand Prix and an Integrated Grand Prix, bringing its grand total to five. (It had already won in Direct, PR and Radio.)
That obliterated the old record of three, set in 2009 by Tourism Queensland’s “Best Job in the World.”
The three-minute, animated “Dumb Ways to Die” music video—in which adorable blobs make the stupidest decisions and gruesomely pay the ultimate price—just this week passed 50 million YouTube views.