'Dumb Ways to Die' Kills With 2 Grand Prix—in Direct and PR

Oreo's blackout tweet also wins a Lion

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CANNES, France—Dying never felt so good.

McCann Melbourne's super-viral "Dumb Ways to Die" train-safety video for the Melbourne Metro stormed the Cannes Lions festival on the first day of awards here, picking up two Grand Prix and narrowly missing out on a third.

The three-minute, animated music video—in which adorable blobs make the stupidest decisions and gruesomely pay the ultimate price—took the Grand Prix in the Direct Lions and PR Lions contests. It also added a Gold Lion in the Promo & Activation Lions category.

The ad is closing in on 50 million YouTube views, but it was more than an online video.

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