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Dumb ways to die animator signs to Passion

Dumb ways to die animator signs to Passion
News
Pippa Considine
04 September 2013

Julian Frost, director of Melbourne Metro's hit integrated ad campaign dumb ways to die, has signed up to production company Passion Pictures for representation in the UK and across Europe.

Dumb Ways to Die is the all-time most awarded campaign in Cannes Lions' history, with five Grand Prix, 18 Gold Lions, 3 Silver Lions, 2 Bronze Lions. It's also had 58 million YouTube views.



Australian animator Frost worked on the ad with a brief from agency McCann Australia to visualise the lyrics of a song written by Australian musician Ollie McGill, from the band The Cat Empire and performed by Emily Lubitz of Tinpan Orange.

“We gave him the most open brief we could: just make it really funny and really awesome and do it to please yourself,” said executive creative director, John Mescall. “Julian was keen to contrast the extreme situations described in the lyrics with the simplest animation possible. Otherwise it would become just too much.”


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