| Title | #THEWORLDS1STCROWDSOURCED3DPRINTEDQRCODELIVESTREAMEDVIAGOPROTOSMARTPHONEDRONEDEL |
| Brand | ADMA |
| Product / Service | CREATIVE FUEL |
| Category | B01. Corporate Image & Information |
| 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 |
Creative Fuel is a brand new one day festival 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 creative from absolutely zero brand recognition, and sell 120 tickets at $699 each. A tough ask in these tough times. But we decided to give it a good old fashioned red hot go.
Seemingly every single advertising case study is a 'world first' filled with 'game changing' technology. Our idea was to put every technology together in a spoof case study. How? Well, we're glad you asked. 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. It ended with 'CUT THE BULLSHIT. AND REFOCUS ON CREATIVITY' and a direct link to buy tickets.
Target: Sell 120 tickets to the Creative Fuel conference at $699 a pop. Result: Sold 280 tickets. 250% above target. Target: Establish Creative Fuel as a brand. Result: Over 150,000 organic views on youtube in creative departments world-wide. Target: Have some fun. Result: Had some fun. And it generated headlines across trade press 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 How rad is that!
It seems like more and more our industry is seduced by the NEW, and has lost focus on what we can actually offer- creativity. The whole industry is fatigued by the amount of 'game changing' technology for technology’s sake that masquerade as an idea nowadays. So we were able to get the biggest names in Australian advertising to play along with the joke and agree that #TheWorlds1stCrowdSourced3DPrintedQRCodeLiveStreamedViaGoProToSmartPhoneDroneDeliveryTicketSystemProject was indeed a 'game changer'. By getting them on board we were also giving the event a giant endorsement that it was important to attend. Pretty sweet, eh?