McCann in Melbourne took the top honors at the 2013 One Show with its charmingly macabre "Dumb Ways to Die," an animated public-safety announcement (watch it below) for client Melbourne Metro.
The video features cartoonish blobs illustrating an original song about stupid and gruesome deaths (in the spirit of the Darwin Awards), and culminates in a couple of train-related examples. Posted to YouTube in November 2012, it has since racked up more than 45 million views.
P&G won Client of the Year thanks in part to ads promoting Old Spice, as well as for the global brand's Moms-themed, Emmy-winning "Best Job" commercial, both assignments handled by Wieden+Kennedy Portland. That agency was a top winner, collecting gold pencils for Old Spice's "Muscle Music," for "Best Job," and for Nike's "Jogger" ad.
Barton F. Graf 9000 also picked up a handful of gold awards for its radio and television work for Ragu.
Other gold winners included BBH London for The Guardian's "Three Little Pigs," Droga5 for "Help I Want to Save a Life," and Wieden+Kennedy New York for ESPN's "The Name."
See a full list of winning work here.