‘Dumb Ways To Die’ the rail safety public service campaign from Melbourne’ Metro Trains in conjunction with The Cat Empire’s Ollie McGill that went viral last November has scooped several gongs at the Webby Awards, as The Age reports.
The winners of the internet’s equivalent of the Academy Awards’ Oscars – the 17th Annual Webbys, celebrating and honouring unique achievements on the internet – were officially announced this week.
‘Dumb Ways To Die’, the online campaign which sees cartoon characters meeting their ends via train in a number of creative and colourful ways, was awarded seven gongs in numerous categories, which are split into the regular Webby award as chosen by the International Academy of Digital Arts and Sciences, and a people’s choice award.
The Metro Trains safety video took both the Judges and People’s Voice wards in the Best Viral Online Film & Video category, the Webby and People’s Voice awards for Best Animation Film & Video and Best Viral Marketing Interactive Advertising & Media, and finally, the People’s Voice for Best Public Service & Activism (Social Content & Marketing).
The advertising agency that handled the Metro campaign, McCann writes on their website the the video “opted for a mix of offbeat humour, a catchy tune and a collection of amiable animated characters to launch our message as an online music video under the compelling title Dumb Ways to Die”. ‘Dumb Ways To Die’, the online campaign which sees cartoon characters meeting their ends via train in a number of creative and colourful ways, was awarded seven gongs in numerous categories.
The person responsible for the catchy music behind the award-winning campaign is Ollie McGill, keyboard player for beloved Australian outfit The Cat Empire, who told The Age last November of his surprise at the viral video’s popularity, reaching millions of views in a matter of days. “I’m kind of overwhelmed to tell you the truth,” he said. “I’m not a major songwriter and I’ve never dreamed of something I’ve written going viral like this. It’s gone beyond the desired effect, which was ambitious to start out with.”
Internationally, two big name musicians were equally awarded for their achievements in excellence. Namely Canadian DIY pop futurist Grimes and neo-RnB storyteller Frank Ocean, who were also announced as 2013 Webby Award winners; as The Huffington Post reports the pair scored their awards not specifically for their music, but for their bold online statements.
Grimes, real name Clare Boucher, earned her Artist of the Year win “in recognition of her ability to harness the power of the Web to engage and inspire millions of fans,” according to the official Webbys site.
“Since launching her earliest recordings on the Internet for free, Grimes has used the platform to spread a unique and compelling mix of cutting edge music, visual art and DIY style that has defined her as one of contemporary music’s most interesting and engaging artists,” they enthuse of the Candian indie artist.
Most recently, Grimes harnessed the internet’s potent ability as a public platform, using her personal tumblr account to issue a bold statement to blow the whistle and damn the rife sexism she saw and regularly experienced in the music industry; a post that the Webby judges no doubt took notice of.
“Grimes has certainly raised the bar for all solo entertainers, showing a fearlessness, candor and understanding of the Web that makes her a true 21st century digital star,” her Webbys wrap-up concludes.
Another act who’s no stranger to gender persecution in the music industry is Odd Future associate and forthcoming Splendour 2013 drawcard Frank Ocean, who was named Webby’s Person of the Year. Ocean’s infamous ‘coming out’ via his own tumblr post, that published the ‘Thank Yous’ insert from his then-forthcoming major label debut Channel Orange, must have had an equally profound impact on Webbys judges.
“Frank Ocean has had a truly remarkable, impactful year as both a musician and cultural icon, showing a deep understanding of the Internet as a communicative tool for social change,” they write of the Grammy winning singer.
Ocean, Grimes, and someone representing ‘Dumb Ways To Die‘ will officially receive their gongs in the 17th Annual Webby ceremony hosted by comedian Patton Oswalt on 21st May in New York, and available to stream online the following day. Given the tradition that acceptance speeches are strictly limited to just five words, it should make for entertaining viewing.
You can view the full list of 2013 Webby Award winners here.
