| Title | #THEWORLDS1STCROWDSOURCED3DPRINTEDQRCODELIVESTREAMEDVIAGOPROTOSMARTPHONEDRONEDEL |
| Brand | ADMA |
| Product / Service | CREATIVE FUEL |
| Category | D01. Online Video |
| Entrant | CUMMINS & PARTNERS Melbourne, AUSTRALIA |
| Entrant Company | CUMMINS & PARTNERS Melbourne, AUSTRALIA |
| Advertising Agency | CUMMINS & PARTNERS Melbourne, AUSTRALIA |
| Production Company | PLAZA FILMS Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Alex Wadelton | Cummins/Partners | Creative Viceroy Specialising In Writing Leading Edge Marketing Communications/Writer |
| Connor Beaver | Cummins/Partners | Directions In Art/Art Director |
| Jim Ingram | Cummins/Partners | Executive Creative Director |
| Ben Couzens | Cummins/Partners | Executive Creative Director |
| Jess Thompson | Cummins/Partners | Agency Executive Producer |
| Emma Wynne | Cummins/Partners | Account Manager |
| Paul Middleditch | Plaza Films | Director |
| Peter Masterton | Plaza Films | Producer |
| Ian Lyons | Freelance | Consultant Digital Director/Freelance Drone Enthusiast |
| Dave Whittaker | The Editors | Editor |
| Matt Thompson | Risk Sound | Sound Engineer |
| Adele Whineray | Cummins/Partners | Production Co/Ordinator |
| Sean Cummins | Cummins/Partners | Ceo |
| Chris Jeffares | Cummins/Partners | Managing Director |
| Ben Epstein | Cummins/Partners | Account Director |
| Daniel Ardilley | Plaza Films | Dop Sydney) |
| Graeme Phillips | Cummins/Partners | Dop Melbourne) |
| Christine Trodd | The Editors | Colourist |
| Nicoletta Rousianos | The Editors | Post Producer |
| Zac Martin | Cummins/Partners | Digital Strategy |
We spoofed everything Creatives hate about advertising with a satirical case study. Using the most cutting edge technology in the world, we shifted the paradigm of what constitutes creativity through the creation of 'The World's First Crowd Sourced 3D Printed QR Code, Live Streamed Via Go Pro To A Smart Phone Or Tablet Device, Drone Delivery Ticket System Project’ case study. We then uploaded it to youtube, sent it to a few influential advertising blogs, and waited for the magic to happen. And boy, did it happen!* * Just to confirm, yes. Yes, it did.
The campaign had over 150,000 views in the first week of posting- with no media spend whatsoever, at a VERY narrow target market. It was sent around creative departments globally, and even became the number 1-shared article on AdWeek. It generated headlines like: “The Greatest Advertising Idea Ever Is Here, and It Will Make You Hate the Business”- AdWeek “How to make the ultimate Awards entry”- Mumbrella “Creative Fuel: The World’s Best Creative Idea”- DigitalBuzzBlog Most importantly, we sold tickets. In fact we were 250% above the client expectations. Winner, winner, chicken dinner.
Creative Fuel is a brand new one day festival of creativity in Australia, that brings together some of the finest minds in creative from around the world. The brief was to launch the brand on the market, gaining appeal to the target market of advertising creatives from absolutely zero brand recognition, and sell 120 tickets at A$699 each. Insight: The target is fatigued by the amount of technology for technology’s sake that masquerade as an idea nowadays. Every advertising case study seemingly has some form of tweeting, QR code, crowd-sourcing, live-streaming, GoPro, related tomfoolery. Oh, and they always end with the word “Project”. And the credits list has about hundred people on them with ridiculous titles. AND they’re always a “world first”. And and and don’t forget about #hashtags! Like, seriously. So, the time has come to get back to the thing we are good at- creativity.