Product / ServiceCREATIVE FUEL
CategoryA06. Original Use of Music
Entrant Company CUMMINS & PARTNERS Melbourne, AUSTRALIA
Contributing Company CUMMINS & PARTNERS Melbourne, AUSTRALIA
Production Company PLAZA FILMS Sydney, AUSTRALIA
Production Company 2 SONG ZU Sydney, AUSTRALIA


Name Company Position
Julian Schreiber Cummins & Partners Executive Creative Director
Tom Martin Cummins & Partners Executive Creative Director
Doogie Chapman Cummins & Partners Creative Director
Connor Beaver Cummins & Partners Senior Art Director
Matty Graham Cummins & Partners Senior Integration Director
Abby Hunt Cummins & Partners Agency Producer
Jess Thompson Cummins & Partners Agency Executive Producer
Paul Middleditch Plaza Films Director
Peter Masterton Plaza Films Producer
Ramesh Sathiah Songzu Sydney Creative Director
Hadyn Walker Songzu Sydney Senior Composer
Adrian Sergovich Songzu Sydney Senior Composer
Abby Sie Songzu Sydney Senior Engineer
Myles Lowe Songzu Sydney Engineer
Damian Enemark Songzu Sydney Junior Engineer
Trent Hendrick Cummins & Partners Art Director
Jessica Mutascio The Editors Editor
Nathan Mallon Freelance Director Of Photography

The Campaign

There are absolutely no restrictions on broadcasting this manner of Branded Entertainment in Australia.


We creative people are extremely fussy about which music we put on our award case-study videos. We'll often spend days searching for precisely the right track. So to promote 2015 Creative Fuel, we created The Case-Study Song of the Year, a one track fits all for advertising entries. We then gave the track away free to every advertising creative who bought a ticket to the conference. The Case-Study Song of the Year shamelessly used all the musical tricks that have been emotionally manipulating advertising award juries for years. It was sad for the 'problem' part, inspiring for the 'solution' part and celebratory for the 'result' part. In short, it was like cat-nip for creatives - completely irresistible.

The content was released on key Australian advertising industry trade websites, including Campaign Brief, Mumbrella, AdNews and B&T. Additionally, it was seeded via targeted EDMs to attendees of last year's Creative Fuel conference plus ADMA members.

Creative Fuel is taking place on August 6, 2015 - so at time of this submission, it's still too soon to be able to submit final results. However, ticket sales are up on last year's conference, which was the inaugural Creative Fuel.

Creative Fuel is a conference for Australian advertising professionals that began in 2014. This target audience is regularly being inundated with requests to attend advertising-related events, so we had to do something different to cut-through. Our solution was a piece of branded entertainment, based on an insight only our target audience would understand, that was seeded out through various industry trade websites and blogs.