cummins&partners changes game forever with ‘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’ for Creative Fuel Conference
In a world first innovation using the most cutting edge technology in the world, cummins&partners has shifted the paradigm of what constitutes creativity in a campaign for the inaugural Creative Fuel Conference, to be held at Carriageworks in Sydney, on July 28.
‘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’ allows the creative community of Australia to engage with technology in an immersive, tangible manner through first person human-to-drone interaction.
To create this bespoke innovation for Creative Fuel, the creative team at cummins&partners spent many minutes looking at award winning case studies on youtube.
Through weeks of intensive R&D, 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 was refined. As this was happening, more time was spent crafting the case study video than doing the idea.
To do this, cummins&partners joint executive creative director’s Jim Ingram and Ben Couzens live-tweeted Paul Middleditch, creator of iconic films such as “The Big Ad”, to turn the vision into a compelling case study film.
Said Ingram and Ben Couzens at exactly the same time: “We felt it was important to get somebody famous to make the film to give it an extra level of gravitas that it may have otherwise lacked.”
Middleditch was immediately excited by this ambitious project: “I was immediately excited by this ambitious project.”
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 was beta-tested by some of the heaviest hitters in the Australian creative industry. Luminaries such as Ben Coulson, Ant Keogh, Steve Back, Grant Rutherford, Ben Welsh, Richard Muntz, Brendon Guthrie, and David Ponce de Leon, were given a first hand glimpse of this ingenious melding of advertising, marketing, and technology. All were impressed into gasps of speechlessness after first providing an interesting sound-bite for the case study.
Says Jodie Sangster, Creative Fuel CEO: “Creative Fuel is a new event designed by creatives for creatives- and we wanted a campaign that 100% reflected that. I am delighted that cummins&partners wanted to work with us as they are recognised as a creative powerhouse in Australia. We gave them artistic license to develop a campaign specifically for the creative community – and they did just that. I think the results are outstanding- and unique for Australia.”
Punters can get involved too by simply hashtagging: #TheWorlds1stCrowdSourced3DPrintedQRCodeLiveStreamedViaGoProToSmartPhoneDroneDeliveryTicketSystemProject.
Or if the QR code link is undergoing maintenance, punters can buy tickets direct at creative-fuel.com.au.
Agency: cummins&partners
CEO: Sean Cummins
Managing Director: Chris Jeffares
Executive Creative Directors: Jim Ingram, Ben Couzens
Creative Viceroy Specialising in Writing Leading Edge Marketing Communications/Writer: Alex Wadelton
Directions in Art/Art Director: Connor Beaver
Senior Integration Manager: Emma Wynne
Head of Broadcast: Jess Thompson
Production Co-ordinator: Adèle Whineray
Chief Strategy Officer: Adam Ferrier
Art Drummer: Frank Trobbiani
Senior Art Director: Aaron Lipson
Broadcast Assistant: Alex Karantzas
Director of First Impressions: Alex Teal
Account Executive: Alexander Sexton
Senior Creative: Andrew Englisch
Client Services Director: Ben Epstein
Community Manager: Bianca Fioritti
Managing Director: Bronwen Gwynn-Jones
Senior Art Director: Chay O’Rourke
Senior Copywriter: Chris Ellis
Managing Director: Chris Jeffares
Integration Director: Damiano Di Pietro
Digital Creative: Damien Hashemi
Print Production Manager: David Findlay
Media Co-ordinator: David Hille
Creative Director: David Ormston
Media Manager: Dinie Tarmizi
Senior Retoucher: Ed Croll
Group Digital Media Director: Emma Baston
Digital Media Director: Eliza Malone
Executive Assistant -Talent and Culture: Emma O’Leary
Graphic Artist: Emma Shaw
Digital Services Director: Faye Collay
Producer: Gene Kingi
Junior Integration Manager: Georgia Benjamin
Group Account Director: Georgina Pownall
Creative: Gil Benjamin
Senior Editor: Graeme Phillips
Group Account Director: Hayden Isaacs
Art Director: Heath Collins
Integration Director: Heather Pennell
Integration Manager: Jacinta Hannaford
Designer: Jacob Redding
Producer: Jacqui Rechtman
Digital Media Director: Jared Heliborn
Interactive Designer/Developer: James Gilbert
Finance Manager: Jasmine Cauchi
Integration Manager: Jess Chamberlain
Copywriter: Justine Pearl
Media Director: Jo van de Velde
Integration Manager: Katie O’Callaghan
Operations Manager: Kath Caruana
Finance Manager: Kim Dunstan
Chief Media and Innovation Officer: Kirsty Muddle
Financial Controller: Lara Saunders
Copywriter: Liam Jenkins
Integration Manager: Louise Rutherford
Media Executive: Maddie Jahnke
Group Account Director: Magdalina Triantafyllidis
Digital Creative Lead: Maurice Moynihan
Digital Creative: Mario Djuhadi
Head of Operations: Michelle Wensor
IT Manager: Mike Redman
Chief Financial Officer: Monique Swallow
Integration Diector: Maddy Lehmann
Copywriter: Nick Milde
Senior Copywriter: Nick Munt
Art Director: Chris Northam
Director of Content and Sponsorship: Nigel Camilleri
Integration Director: Ollie Ward
Senior Developer: Phil Caithness
Senior Art Director: Paul Hermes
Integration Director: Rosie Bean
Senior Designer: Rowan Hammerton
Integration Director: Sarah Beer
Studio Manager: Scott Hagart
Chief Digital Officer: Scott Heron
Group Media Director: Sharni Ames
Integration Manager: Sophia Idrizovic
Creative Services Director: Stevie Tortosa
Resource Manager: Tina Ferreira
Media and Innovation Manager: Tom Johnson
Copywriter: Tom Vizard
Interactive Designer – Developer: Tony Zourkas
Integration Manager: Victoria Beranger
Media Manager: Victoria Camilleri
Planning Director: Virginia Pracht
Graphic Artist: Vivian Dumergue-Sanchez
Digital Strategist: Zac Martin
Production: Plaza Films
Director: Paul Middleditch
Producer: Peter Masterton
Director of Photography (SYD): Daniel Ardilley
Camera Assist (Syd): Harley Van Valen & Alby Orellana
Director of Photography (MEL): Graeme Phillips
Camera Assist (Melb): Adèle Whineray
Editing: The Editors
Editor: Dave Whittaker
Colourist: Christine Trodd
Post Producer: Nicoletta Rousianos
Audio Production: Risk Sound
Sound Engineer: Matt Thompson
Drone Construction
Consultant Digital Director/Freelance Drone Enthusiast: Ian Lyons
Client: Creative Fuel
CEO: Jodie Sangster
Head of Marketing & Communications: Lauren Trembath
Marketing Manager: Kathy Pieprzyk
With thanks to:
Steve Back (Ogilvy, Australia)
Ben Coulson (GPY&R, Australia and New Zealand)
Brendon Guthrie (Ogilvy Melbourne)
Ant Keogh (Clemenger BBDO, Melbourne)
Richard Muntz (JWT Melbourne)
David Ponce de Leon (BD Network, Melbourne)
Grant Rutherford (Publicis Mojo, Sydney)
Ben Welsh (M&C Saatchi)
72 Comments
What! No grass planted in the shape of the logo, then eaten by sheep each with the name of the creative directors, to make the wool to make the invitation!
That’s lame. You guys need to think in more meaningless layers.
Yes
“You don’t need an idea any more” … Epic
Brilliant
If only it was wearable
…fucking funny, that is.
It seems the team ‘accidentally’ left a few names off the credits –
So typical!
I see what you did there. Clever.
No photographer credit ?
Finally some cynicism on here that’s healthy.
Nice one Connor and Alex.
Best use of case study.
So nice
Funny fuckers.
Nicely done.
This is wonderful news.
At last, a copywriter can go back to writing brochures with dignity.
Well done, boys.
And by “boys”, I of course mean girls too.
This is very lol. Maybe even a bit rofl in parts. Well done to all involved. Me likey lotsy.
If it had more hats in it, it may have been pushed into a titanium.
Xox
That’s fucking awesome.
Are all those really credits needed to produce this piece of drone powered 3d printed geo tagged shit? Really I mean that is a lot of credits. Really. A lot. Lots. Heaps.
Nice.
Laughing out loud. Made my evening.
Brilliant.
Though not enough Planners or Strategy people involved. Poor Adam Ferrier, alone to do all the heavy powerpoint lifting, charting and pontificating on this, he did a tops job, but surely he could have used a hand…
That was awesome. Well done to the 342 credits involved.
Great work Connor, bloody funny.
Nice. But innovation is nothing without a greater purpose. Where is the “for good” in all this? Were the end result to help abandoned orphans with neuroblastomas purify water with recycled mobiles in endangered lowland forest habitats, I could see it picking up big time. As it is. it’s just barely fucking hilarious.
This is very lol. Maybe even a bit rofl in parts. Well done to all involved. Me likey lotsy.
If it had more hats in it, it may have been pushed into a titanium.
Xox
Nice one.
This is awesome.
Bloody funny feckers.
Best moment = Ben Couzens playing “down, down, prices are down.”
If it included an Oculus Rift component, it would have definitely been a world first for sure. Without this, sadly, it is not a world first. Sorry guys ; )
Brilliant fun. Nice work.
You could have made this a great campaign – however I’ve only seen it on the CB blog and Adnews.
Missed opportunity to actually do something that has an impact bigger than the idea itself.
Oh shit, I said you can use these things for ideas. They’re just not traditional advertising ideas. Oh shit, I mentioned there are other ideas than advertising ideas.
Oh shit, does that mean we can be skilled in more than one thing?
Oh shit.
Cos we’re all havin’ a frickin’ good time here at Cummins! It’s true. We rule!
Well done Connor and Alex. Your performances were faultless.
I approve of this.
I thought this was really funny.
So much so that I emailed the Youtube link to a client (ex-agency person) with the subject header: “We need a game changer” which was pertinent to a problem we’re working on.
His response: “This makes me angry” (semi tongue in cheek. he’s not an angry guy)
We spoke on the phone later and I asked why.
He said, “why do they present themselves as such wankers?”
I explained that it was for an industry audience and that those interviewed were self-effacingly pretending to be wankers, confident that they were not actually seen that way.
He seemed almost satisfied with the explanation, then said “yeah but… because it s funny… it will travel to people like me (and other clients) who aren’t in on the in-joke, who’ll just see wankers.
Just a thought.
A+
EPIC!
This is RAD to the POWER of sick.
Saatchi’s. Late 90’s.
Check the award annual.
It’s a no brainer !
I find this kind of work peculiar.
The goal surely isn’t to talk to fellow creatives, though based on the comments, it certainly does that and very successfully, too.
The goal should be to talk to the broader advertising/marketing community that gets caught up in the latest gizmo and fad.
I think on that count, this fairly funny film fails – though I’m sure it will succeed at award shows, which is my point.
Making your mates laugh is far easier than convincing your clients to believe that what your agency sells – brilliant ideas – is the true game changer.
I just watched it over to see Ben playing ‘Down Down Prices Are Down’ on his guitar and a little bit of wee came out.
This is funny and does its job. Gimmicky technology isn’t an idea – nuff said.
You know what’s really funny? The fact that this is what they’re all actually like. I’ve seen a thousand videos over the years that are exactly like this.This isn’t a parody, it’s a documentary! Finally I can send this to my mates and show them what people in this industry are actually really like…….under the guise of a comedy of course. Well done to all on that feature length credits list. That was comedy in itself. And still there are people whinging that they weren’t on there! Reinforces our mantra. It’s not what you do , it’s what you appear to be doing.
@ Crusty Old Ex Ad Guy. said:
Trolol.
…does it provide power or water to a remote village?
Opportunity missed.
Cracker. !! Was even funnier because I have meet most of you.
Nice work Paul.
@ From the outside looking in
I always find it interesting that we look at other industries or companies and sometimes ask them to do the seemingly insane which we rationalise with strategy.
Van Damme doing the splits to demonstrate a truck leaps to mind.
Yet when it comes to us, the ad/marketing community, we have to be the serious. We can’t take the piss and give ourselves a dose of reality.
Lighten up a lil champ.
@Crusty Old Ex Ad Guy
You missed the point. The only purpose of this was to get Australian creatives to an industry seminar.
If it appeals only to agency creatives in Australia, job done.
crusty ad guy, really? This talks to anyone working in the broader ad/marketing industry, and they will find this funny. Now back to your bingo.
I think you may be missing the point.
The point that what so many clients are asking for, and so many agencies are creating, is in fact meaningless tech that gets in the way of the message.
I disagree with you that this doesn’t talk to people outside of the creative department. If anything (and if we really need to perform an autopsy on a cracking idea), it’s a demonstration of how the ‘game changers’ are really just gimmicks, and that without a real idea, you’re dead in the water.
That’s what I got out of it at any rate. Apart from some really loud laughing and doing a little wee-lette in my pants.
Actually, Gus said, “It’s a no brainer”.
Not enough planners!
Know what happens when magicians start showing punters what’s behind the curtains?
The magic is dead.
The gig is up.
For one cheap laugh and desperate attempt at an award, you guys have confirmed just what all clients have long suspected of creatives.
Clients will remember this the next time one of us start knocking on their doors for their approval/endorsement/budget/logo.
Cunning of Cummins for this.
Shame on the others creative heads for their myopia and joining in.
You just made selling in legit stuff to clients that much more difficult.
LOL! What a bunch of fun-loving guys!
Wonder if the fact that there were no women in the video (apart from the client) was all part of the gag. Or was it another industry cliché accidentally moonlighting in a video taking the piss out of industry clichés?
@planner.
They’re not putting down tech. They’re putting down tech-for-the-sake- of-tech. Of course you should use new tech if it’s relevant and has a point – an idea behind it. I would guess everyone in the video is aiming for that goal or has created a good example of it. The video isn’t anti-tech. It’s anti gimmicks.
I would suggest that if your aim is to sell in the shallow use of technology rather than a great idea, then perhaps the client should kill it.
Creativity trumps all. The only reason there are so many positive (good to see on here, by the way) comments is that most of you are watching your mates, mine too. But really, do we need to make something like this, which will become a snapshot of our industry… Parody, yes. We all know this.
Man the f$&@? up and say something the next time you are presented, or asked to present idea less bullshit. You owe it to your industry.
Sent from a device that doesn’t display 60 second spots so well.
What? No mention of big data.
#fuckenbrilliant
Scarily close to reality. Classic Work Guys.
The real game changer for the industry would be having at least one female creative featured in this video. The game can’t change if the players are all the same plaid-shirt-wearing carbon copies of each other.
Ha, what’s funny about this is that this is what digital agencies present to clients all the time.
Tech isn’t where it’s at?
How much is Google worth compared to your agency?
The rest of the world seems to value technology way above ‘ideas.’
Embrace the new world.
Sure, marrying technology with good ideas is probably the goal.
But taking the piss out of tech isn’t the way to do that.
The sad, ironic truth is that the majority of the creatives in this film wouldn’t have a clue on how to actually leverage technology in a meaningful way for their clients and their audience.
A-fuckin’-MEN.
Much as I hate to get sucked in by a troll, your argument is really dumb.
I mean, how much is Google worth compared to, say, a plumbing company? Does that mean that plumbers should rather focus on information technology?
Advertising isn’t Google. Different industries. Dumbass.
The Cummins vid doesn’t pan technology. It just says, rightly, that technology isn’t an idea in itself.
And to all the sausage fest ladies, I’ve never worked in an agency that would rather hire men than women. Never. Every agency I’ve worked at would kill for more female teams. They’re in hot demand. But where are they?
The last award school class that I mentored (admittedly it was 3 years ago) had 8 guys and two girls in it. One girl dropped out. That’s not the industry’s fault.
Wankers
… it is too true.
Yes digital agencies have over complicated everything and are missing the chance to kill the big shops with simple creativity in a world that is DIGITAL.
But the really funny thing is that clients believe going to ad agencies in anyway is a good idea for innovation or technology.
Ad agencies are very good at ads, they should stick to ads, like this one, which is very good..
Whether the future of communication has anything to do with ads, is a whole other topic…
If you left the ad game why the fuck would you check this blog,
let alone comment on it?
BTW, I love this. It funny. And hopefully it actually goes someway to exposing over complicated, convoluted tech driven crap for the dross that it is.
Fuckin biuriful.
TLDW
Hey “not an ex ad guy.”
Not sure if you will ever read this.
Why do I still cruise this blog from time-to-time?
Because I still like advertising. However, now as an outsider in a more corporate role, I see just how much bullshit the industry is full of.
Most of what I used to think was brilliant makes very little difference in the real world.
This piece just highlighted that for me. I certainly wasn’t trying to be a troll or anything like that.
Cheers.