Australians have always been known as good sports when it comes to making fun of ourselves. I think we might actually enjoy it a little bit as well. So it only seems appropriate that we would promote rail safety with a campaign called Dumb Ways to Die. The public service message, which was intended for Melbourne Metro Train users, has taken on a whole new audience, becoming the most successful advertising campaign of all time at the Cannes International Festival of Creativity. The campaign was created by the McCann agency.