Bleeding Edge: Cummins & Partners’ world first for Creative Fuel

Bleeding Edge: Cummins & Partners’ world first for Creative Fuel
SHARE
THIS



Cummins & Partners has boosted its creative clout with a ‘world first’ 3D printed, QR code, live streamed via Go Pro to a smart phone or tablet device, drone delivery ticket system.

The wacky innovation, which Cummins & Partners described as “the most cutting edge technology in the world”, is for the inaugural Creative Fuel Conference.

News of the technology, which was delivered to B&T with an email headed ‘Cummins & Partners world exclusive’, is spreading fast via the hashtag: #TheWorlds1stCrowdSourced3DPrintedQRCodeLiveStreamed

ViaGoProToSmartPhoneDroneDelivery TicketSystemProject

The project’s video case study (below) features a number of well-known Australian creatives discussing the need to erect barriers between consumers and brands today and why great ideas are no longer necessary.

Steve Back, Ogilvy Australia’s chief creative officer, said: “Who needs a fucking idea these days when you’ve got an awesome piece of tech?”

Ant Keogh, ECD at Clemenger BBDO Melbourne, said today’s work is about finding “technology that we can bolt shit on to”.

See the video below (if you haven’t guessed yet this is a parody of world firsts, game changers and paradigm shifting work)

 

The full Cummins & Partners release:

cummins&partners change the game forever with release 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” for Inaugural Creative Fuel Conference.

In a world first innovation using the most cutting edge technology in the world, cummins&partners have 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.

“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,” said Jim and Cuz at exactly the same time.

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.

“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,” said Jodie Sangster, Creative Fuel CEO.

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

CREDITS: 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 HilleCreative 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 Manager: Jasmine CauchiIntegration 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 toSteve 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)

Please login with linkedin to comment

Latest News

NSW Government Changes Up Its Media Planning & Buying With New Agency Roster
  • Advertising
  • Media

NSW Government Changes Up Its Media Planning & Buying With New Agency Roster

The NSW government is taking a fresh approach to its media planning and buying, creating a roster of agencies to handle each of its departments. Originally, the set-up was the one master media contract (held by UM), which a number of agencies would work on (those being Zenith, Blue 449, OMD and MediaCom). However, an […]

by B&T Magazine

B&T Magazine
How To design An Engaging Presentation, Like A Designer!
  • Opinion

How To design An Engaging Presentation, Like A Designer!

In this guest post, founder and CEO of Presentation Studio Emma Bannister (pictured below), gives you the tips to take any presentation from snore-fest to certain sale… Putting together an engaging and compelling presentation is as simple as that statement says. When you combine clear and compelling content with beautiful visual designs then people will […]

Opinion

by B&T Magazine

B&T Magazine
Revealed: The Most In-Demand IT Jobs
  • Technology

Revealed: The Most In-Demand IT Jobs

IT jobs routinely rank near the very top of US job site CareerCast.com’s annual Jobs Rated report (read it here), and in its new report, CareerCast ranks the Best Jobs in IT of 2017, with information security analyst, software engineer and computer Systems Analyst topping the list. Great opportunities in IT exist across a variety of […]

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account
  • Advertising

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account

Accenture-owned agency The Monkeys has bolstered its client ranks, having been chosen to handle the creative for the NRMA. The Monkeys CEO Paul Green confirmed to B&T that the agency had been appointed to the NRMA account by parent company IAG, which also includes brands CGU and Swann Insurance. M&C Saatchi was the incumbent creative […]

by B&T Magazine

B&T Magazine
A waitress carries beer mugs in the Hofbraeuhaus tent after the opening of the famous Bavarian
  • Marketing

Study: Why No Or Low Alcohol Beers Are Fast Becoming Drinking’s “New Cool”

New research from global market intelligence agency Mintel reveals that over a quarter of consumers in France (28 per cent) and Germany (27 per cent ) agree that low (under 3.5 per cent) or no alcohol beer tastes just as good as full-strength beer. And while younger consumers may have been the most enthusiastic drinkers in previous generations, […]

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt
  • Advertising
  • Campaigns

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt

Brisbane creative agency Engine Group has launched an integrated campaign for the Queensland government promoting the benefits of buying locally and supporting local small businesses. The ‘Go Local, Grow Local’ social marketing campaign celebrates small businesses across Queensland and highlights that small businesses are the lifeblood to growth in local communities. Central to the new […]

Sam Weir, Editor - The Advertiser & AdelaideNow 
 Editorial 
 
 Picture: Turner Matt
  • Media

News Corp Appoints New Editor For The Courier-Mail

News Corp Australia has announced the appointment of Sam Weir (pictured above) as editor of Queensland’s The Courier-Mail. Weir is one of Australia’s most accomplished editors, having edited the Perth Sunday Times and for the last four-and-a-half years, The Advertiser in Adelaide. News Corp Australasia executive chairman Michael Miller said: “I am delighted Sam has […]

Is This The Creepiest Ice-Cream Ad Ever?
  • Campaigns

Is This The Creepiest Ice-Cream Ad Ever?

Look, a terrifying ice-cream ad! And by "terrifying" we really mean Tony Abbott in his sluggos kind of "terrifying".

by B&T Magazine

B&T Magazine
Creatives, Step Up To The CX Plate!
  • Marketing
  • Opinion

Creatives, Step Up To The CX Plate!

Aussie creatives urged to step up to the CX plate! That's the Adobe boss saying it; like B&T would never say try harder.

Opinion

by B&T Magazine

B&T Magazine