Hasta La Creative!

“Dumb Ways to Die” is still very much alive. Re-imagined as a new mobile game, the Australian train safety campaign’s iPhone app hit No. 1 in 53 markets and became the top iPad app in 81 countries, according to data from App Annie.

It’s the second app from Metro Trains Melbourne to feature the blob people from one of the most-awarded campaigns of 2013, whose morbidly adorable animations, catchy tune and wacky lyrics were a hit with kids who might ordinarily be turned off by public service announcements about train safety. The new game from McCann Melbourne is a reminder of how campaigns can keep their momentum going in different mediums, with tweaks and twists.

In this version, “Dumb Ways to Die 2: The Games,” the characters risk their lives at sporting events like landmine curling, running with scissors and killer whale dentistry. (Among the more bizarre challenges are licking a freezing pole and yeti grooming.) Those games don’t have much to do with trains, but reminders about railway safety pop up throughout. Players try to stop characters from jumping onto the tracks to grab dropped phones, and there’s a button to push to pledge to be safe around trains.

Continue reading at AdAge.com