Kate Moss admits addiction ... to Dumb Ways

By AdNews | 22 July 2013
Kate Moss.

Kate Moss is addicted. To Dumb Ways to Die. Yes, really. The catwalk queen loves the animated game, making John Mescall an even happier man.

Moss, who just happened to be launching a range of car phone accessories, told the UK press of her love for the app. The Daily Telegraph picked up the story today. "It is totally addictive," said Moss.

Moss is just one of the 13 million people that have downloaded the game, which asks players to save its accident-prone blobs from an impending "dumb" death.  That's another 13 million people in the world that are now aware of Melbourne Trains' mission.

McCann ECD Mescall told AdNews the celebrity plug was "pretty cool". "It's kind of a nice that Kate Moss is addicted to something we made. It put a smile on everyone's face when we read that," he said.

The original campaign has been viewed over 54 million times on YouTube since it launched last November. After cleaning up at most of the major awards shows in recent months, it also smashed Cannes, winning 28 awards in total.

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