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

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

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.

B&T Magazine
Posted by B&T Magazine

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)