In what may be a first for for Australian advertising, Metro Trains has sold the creative from a successful campaign to a Canadian insurance company, who will 're-badge' the ads.

Dumb ways to re-sell?

In 2012 McCann Melbourne developed the Dumb Ways to Die campaign for Metro Trains, a series of animated videos that took a humorous approach to rail safety and featured characters dying in creative ways.

The campaign was a hit, with the video being watched more than 80 million times and garnering a Cannes award. There are even plush toys of the campaign's unfortunate victims for sale.

Now Metro has sold the creative to Canadian company Empire Life Insurance Co., which will edit their own ads from the existing footage.

The first ad is now up, called The dumbest way to die is without life insurance.

Smart move or step back?

While it's easy to see the appeal of tacking onto an existing campaign's success, it will be interesting to see how the move works for Empire. Especially considering the product is over two years old and arguably already ridden its viral wave. 

The deal is also significant for local advertisers who might be looking to make extra dollars from existing campaigns.

At the time of writing Empire's re-badged video has attracted 97,000 views. 

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