For this brief, I was assigned the task of deconstructing an existing brand campaign and building upon its foundational strategy. My role was to analyze the campaign’s core strategy and extend it with additional elements to enhance its impact on the target audience, all while maintaining the integrity of the product and brand.

I chose to focus on the renowned “Dumb Ways To Die” campaign by Metro Trains Australia. This campaign, known for its engaging and memorable approach to promoting safety, provided a strong basis for further exploration. I meticulously examined the campaign’s underlying strategy, which emphasized humor and relatability to convey serious messages about train safety.

Building on this foundation, I introduced three additional components to the campaign, designed to amplify its reach and effectiveness without altering the original product or brand message. These new elements aimed to deepen the campaign's connection with the audience and reinforce its core message in innovative ways.