It was uploaded to YouTube on 14 November 2012 and made public two days later. The video was art directed by Patrick Baron, animated by Julian Frost and produced by Cinnamon Darvall. According to Metro Trains, the campaign contributed to a 20 per cent reduction in "near-miss" accidents compared to the annual average, or 30% with respect to the same time of the year before 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. John Mescall, executive creative director of McCann, said "The aim of this campaign is to engage an audience that really doesn't want to hear any kind of safety message, and we think dumb ways to die will." McCann estimated that within two weeks, it had generated at least $50 million worth of global media value in addition to more than 700 media stories, for "a fraction of the cost of one TV ad". It appeared in newspapers, local radio and outdoor advertising throughout the Metro Trains network and on Tumblr. The campaign was devised by advertising agency McCann Melbourne. Playside Studios also released an NFT called BEANS on 3 February 2022. On 1 October 2021, PlaySide Studios acquired the Dumb Ways to Die franchise for A$2.25 million from Metro. The campaign's animation was developed into an app available to iOS and Android devices. The campaign video went viral on social media after it was released in November 2012. 2.1 List of Levels and Each Level Controls.A screenshot from the animated video during the song's final chorus presenting the characters and their resulting deaths (except Clod)ĭumb Ways to Die is an Australian public campaign made by Metro Trains in Melbourne, Victoria to promote railway safety. This game is a Happy Tree Friends edition of Dumb Ways to Die. Prevent the HTF characters in small games from dying. There are twenty one mini-games, which randomly keep changing. As you progress, the game becomes more and more difficult and ends after you have lost your three lives. The Happy Tree Friends gang has gone nuts! They are doing really dumb stuff, such as exposing to the sunlight without tan (Lumpy), running through the forest while carrying a sharpened stick (Toothy) and even crossing streets without watching out first (Cub)! Now the lives of this innocent cute creatures are in your hands! You must help them escape from their own stupidity in multiple mini-games. There are four starter characters in the game (Lumpy, Toothy, Cub and Disco Bear) and numerous score numbers which are the scores you must reach to unlock each of the next characters. When you start playing the game, it becomes more and more difficult as you progress it and you'll be forced to be quicker and quicker for each time you play it. The only tool you must use in this game is your mouse, and, according to each level, you'll use the left button to either click or just move the mouse while holding the left button. Cro-Marmot's Level: Cro-Marmot's home is covered in too much electrical lights and neon signs.This is a list of the levels and controls for each of them in Alphabetical order: Cub's Level: Cub appears on a side of a road full of moving trucks (from Havin' A Ball).(which is actually Lumpy's house from Stealing the Spotlight) You need to scroll through the area and find three switches that must be clicked on to turn the power off and avoid melting Cro-Marmot's ice block. Some trucks move very slow and some trucks move very fast. Use the left button of the mouse to click on him to move forwards and avoid the trucks, and you must watch out with the speed they go at. The aim of the level is to make it to the other side of the road without getting run over by a truck. Cuddles' Level: Cuddles appears underwater and seems to slowly sink to his death (In a set up like the Clean option of his Smoochie but without the shower). There are two buttons at the bottom of the screen: one red, which is to sink Cuddles and one green, which is to make him swim to the surface. Use the left button of the mouse to click on the green one and make him swim. There's a surprise in this level: when you click on the green button the colors of both the green and red one often swap with each other, so you have to be quicker and be really careful with which button you're pressing.
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