The Spot: Angels of Death

The story behind McCann Australia's adorably grim viral megahit about train safety

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IDEA: Safety PSAs are gloomy and tedious and largely ignored by young people hardwired to resist them—except when they're irresistibly fun and impossible not to share with friends. McCann Australia managed just such an evolution of the genre with "Dumb Ways to Die," its animated train-safety spot for the Melbourne Metro.

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