|Title||CASE STUDY SONG OF THE YEAR|
|Product / Service||CREATIVE FUEL|
|Category||A06. Original Use of Music|
|Entrant||CUMMINS & PARTNERS Melbourne, AUSTRALIA|
|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|
|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|
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.