Team Fortress 2 is a team-based multiplayer first-person shooter video game developed and published by Valve Corporation. It is the sequel to the 1996 mod Team Fortress for Quake and its 1999 remake. It is distributed online through Valve's digital retailer Steam. In Team Fortress 2, players join one of two teams comprising nine character classes, battling in a variety of game modes including capture the flag and king of the hill. The development is led by John Cook and Robin Walker, creators of the original Team Fortress.
The campaign was planned by advertising agency McCann Melbourne. It appeared in newspapers, local radio, outdoor advertising and on Tumblr. John Mescall, executive creative director of McCann said "The aim of this campaign is to engage an audience that really doesn't want to hear any kind of safety message and we think Dumb Ways To Die will. So to get the attention of the people instead of giving boring safety messages, they planned to create a game called "Dumb Ways To Die" that can attract people and at the same time, give out safety messages.