Creative Bloq at 10 Awards: Winners

CB at 10 Awards: Advert of the Decade

CB at 10 Awards: a still from the Dumb Ways to Die advert

(Image credit: Metro Trains Melbourne)

Winner: Dumb Ways to Die

Dumb Ways to Die wins with 45.33%. We loved this adorable public information video for Metro Trains Melbourne, created by Julian Frost and Cinnamon Darvall. Who'd have thought an advert about health and safety could be so fun, and deliver one of the catchiest ear-worms of the decade – listen to it at your peril. (If you want to listen to it, track down Tangerine Kitty on iTunes.)

Metro Australia's Dumb Ways to Die (opens in new tab) beat some impressive ads to win, including the inventive You Can't Stop Us for Nike by Wieden + Kennedy, a split screen film that merges athletes of all sports and genders together. Special mention goes to Womb Stories (opens in new tab) too by AMV BBDO for Bodyform, which brought an innovative and honest approach telling women's own lived experiences. 

Part of what makes Dumb Ways to Die so enjoyable is the simple and stylised animation that juxaposes a serious message with cute characters. If you're new to animation then take a look at how you can achieve similar results with our guides to the how to improve your character animation and how to understand the 12 principles of animation.

You'll need the best tools too, so pick your way through our buying guides to the best laptops for animation and the best software for animation. Naturally, the best tablet for animation is a must.

I you get your short animation right, it can really take off and capture the imagination just like Dumb Ways to Die. Since it launched in 2012 there have been a series of video games and a successful YouTube channel; in 2021 PlaySide Studios bought the Dumb Ways to Die rights for $2.25 million and released an NFT collection. Silly and beautifully made, Dumb Ways to Die is an ad that turned into a franchise.

Advert of the Decade: Runners-up

  • You Can't Stop Us (Nike) - 21.33%
  • The Journey (John Lewis) - 16.00%
  • Lamp Sequel (IKEA) - 9.33%
  • WombStories (Bodyform) - 8.00%

Next page: Brand Campaign of the Decade

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Ian Dean is Digital Arts & Design Editor at Creative Bloq, and the former editor of many leading magazines. These titles included ImagineFX, 3D World and leading video game title Official PlayStation Magazine. In his early career he wrote for music and film magazines including Uncut and SFX. Ian launched Xbox magazine X360 and edited PlayStation World. For Creative Bloq, Ian combines his love to bring the latest news on NFTs, video game art and tech, and more to Creative Bloq, and in his spare time he doodles in Corel Painter, ArtRage, and Rebelle while finding time to play Xbox and PS5.

With contributions from