Dumb Ways to Die

This animation started out as a advertising campaign for Metro Trains in Melbourne to prevent rail related injuries and accidents.  But due to its success it went off to be a viral sensation. In 2013 it scooped the Cannes Lions award for being the best TV advertisement campaign in the world.
The advertisement shows 21 different bizarre and stupid ways of dying using black comedy. It is really nicely animated and has a really catchy song to it, but above all else the message that it delivers is cleverly rapped up in such a (dare I say) cute and humorous way. Since it became I viral sensation, that fact alone is proof of the advertisement getting the point across and capturing the audiences attention. When I saw it, I didn't actually know that it was an advertisement campaign, so I assumed that it was a video clip for the song, so I didn't expect it to have Metro Trains message in the end, which really came across as an unexpected punch line.
But overall the animation does the job and does it well- it gets the message across various range of audiences, captures attention and actually made a change- "According to Metro Trains, the campaign contributed to a more than 30% reduction in "near-miss" accidents, from 13.29 near-misses per million kilometres in November 2011 – January 2012, to 9.17 near-misses per million kilometres in November 2012 – January 2013."