Can you give me an example of a successful copywriting campaign that was unexpected or unconventional?

 Yes, there have been many successful copywriting campaigns that were unexpected or unconventional. One example is the "Dumb Ways to Die" campaign by Metro Trains in Melbourne, Australia, which aimed to promote safety around trains. Instead of using traditional scare tactics, the campaign used a humorous and catchy song with animated characters that showed various dangerous situations in a light-hearted way.

The campaign was a massive success, going viral on social media and winning numerous advertising awards. It not only increased awareness about train safety but also became a cultural phenomenon, with the song reaching the top of music charts and inspiring parodies and merchandise. The campaign showed that humor and creativity can be effective in capturing the attention of audiences and delivering a message in a memorable way.