After the unprecedented success of the original campaign, the challenge was to spread our rail safety message to an audience of young people right around the world.

So we created ‘Dumb Ways to Die: The Games’. A rail safety PSA in disguise where players travel by train between new worlds with over 18 new characters, and try to keep them alive as they compete across 4 different arenas in some of the dumbest sports ever invented.

Interspersed throughout were explicit train safety messages disguised as bonus point mini-games. Metro’s rail safety campaign for Australia became a rail safety message for the entire world, becoming the number 1 app in over 83 countries.