But what is the connectionbetween this simple reflection and a viral advertising campaign?

The answer is as original as the idea:
Melbourne Australia’s Metro Train´s “Dumb Ways to Die” PSA that hit 2.7 million views within the first 2 days of its debut.

Within two weeks, the video had been viewed 28 million times and spawned 85 parodies. (The Age. 29 November 2012.)

Wikipedia informs that within these first two weeks, the video had generated at least $50 million worth of global media value, in addition to more than 700 media stories for a fraction of the cost of one TV ad.

The video´s song was in the top 10 of the iTunes chart within 24 hours of its release.
Four days later, it was the sixth most popular song globally.

Most importantly, the video reached its goal of reducing train accidents.
According to Metro Trains, the campaign contributed to a more than 30% reduction in “near-miss” accidents, from 13.29 near-misses per million kilometers in November – January 2011/12, to 9.17 near-misses per million kilometers in November – January 2012/13.

When it comes to social media, people are more likely to share something that tells a story and makes them laugh. The data on this viral video shows how a serious subject (death by train) can have a strong impact on people if they are being both educated and entertained.
People would share this video even if they don´t take public transportation or even if they’ve never heard of Metro Train. The brand becomes secondary as the purpose of the video is subtly internalized.

Check out the video and see for yourself how a boring brief could have a great twist, and a simple song could stay in your lips for days.

As a creative company, we often have to think about where creativity originates from and how it can be used most effectively as part of an everyday work process. Sometimes a little underestimated, and sometimes completely overrated: the creative process is always amazing, mysterious, but also painful. According to Elizabeth Gilbert, it’s all this and more.

Following her bestseller ‘Eat, Pray and Love’, the American author had the challenge (but also the pressure) to do it again. It is in this journey that she faces the Creative Process and finds different, peculiar and fantastic theories about it.

In this 20-minute excerpt from the TED Conference, Gilbert speaks with striking honesty about her background, passion, fears, dilemmas and dreams as a writer. Geniuses, mythical creatures, gods, alcoholics and moors are all part of the answer to the tricky question: Where does creativity come from?