ADMA’s Creative Fuel Creates Hilarious Background Music Soundtrack For Any Case-Study

ADMA’s Creative Fuel Creates Hilarious Background Music Soundtrack For Any Case-Study

With the results for Cannes 2015 now in, advertising agencies across Australia have already begun the hard road to creating their entries for 2016.

Emma O'Leary
Posted by Emma O'Leary

So Creative Fuel, with the aid of Cummins & Partners Sydney and Melbourne (as well as a host of industry luminaries), has stepped up to help the cause and create something truly useful for our industry – The Award Show Case Study Song of the Year. A meticulously crafted soundtrack guaranteed to emotionally manipulate even the most hardened award juror into coughing up metal.

Designed by the professional musical manipulation team at Song Zu, this song can be used on any product for any client in any category. Creative Fuel spokesperson, Jodie Sangster (CEO of presenting body, ADMA), promised that Australian agencies will be singing the praises of this ingenious case-study soundtrack down la Croisette in 2016.

“It’s going to turn problems, solutions and results into gold, silver and bronze trophies,” said Sangster. “The air freight bill back from Cannes next year is going to be astronomical.”

Ramesh Sathiah, creative director of SongZu, working with senior composers Haydn Walker and Adrian Sergovich, said he fully supported Creative Fuel’s embrace of case-study music. “We have a saying in jury rooms: Musical notes get the votes,” said Sathiah.

In the true collaborative style that the advertising industry is famous for, the track was created with the sage advice and input of Ant Keogh, Ben Coulson, Jim Ingram, Ben Couzens, Toby Talbot, Steve Back, Steve Coll, Pat Baron, Mike Spirovski, Georgia Arnott, and Richard Muntz. Descriptors such as ‘game changer’, ‘I hear gold’ and ‘very powerful’ may have been used by some of them when listening to the final track.

Realising that such an important moment in advertising award show history needed to be recorded for posterity – renowned film director Paul Middleditch was asked by Cummins&Partners to unbiasedly document the process. Middleditch said: “When something this important is occurring, you just stand back and let it happen. Preferably holding a camera.”

The Case Study Song of the Year can be purchased with lifetime rights and comes with a complimentary ticket to the second annual Creative Fuel event, Thursday August 6 at the Seymour Centre in Sydney where it will have its live premiere. Accompanying this incredible musical masterpiece at the event will be some of the finest creative minds and speakers going around, including David Shing from AOL, John Merrifield from Google and Vin Farrell from Havas Worldwide.


Music Composition/Production: SongZu

Ramesh Sathiah – Creative Director/Partner
Haydn Walker – Senior Composer
Adrian Sergovich – Senior Composer
Lindy Lewis – Senior Producer
Abby Sie – Senior Engineer
Myles Lowe – Engineer
Damian Enemark – Junior Engineer
Glenn Cunningham – Singer
Ian Cooper – Violinist
Virna Sanzone – Opera Singer


Creative Agency: Cummins&Partners Sydney & Melbourne

Executive Creative Directors: Tom Martin & Julian Schreiber

Creative Director: Doogie Chapman

Senior Art Director: Connor Beaver

Art Director: Trent Hendrick

Head of Broadcast: Jess Thompson

Senior Producer: Abby Hunt

Senior Account Director: Matty Graham

DOP: Nathan Mallon


Production Company: Plaza Films

Director: Paul Middleditch

Executive Producer: Peter Masterton

Head of Production: Megan Ayers


Post Production: The Editors

Editor – Jess Mutascio

Colourist – Yoomin Lee

Online – Viv Baker

Post Producer – Daniel Fry


Client: ADMA

CEO: Jodie Sangster

Director – Product & Innovation: Mandy Eyles

Marketing Manager: Kathy Pieprzyk

Marketing & Communications Manager: Tatiana Montealegre

Marketing Coordinator: Sherin Wang


With special thanks to

Georgia Arnott

Steve Back

Pat Baron

Hannes Ciatti

Steve Coll

Ben Coulson

Ben Couzens

Ted Horton

Jim Ingram

Ant Keogh

Richard Muntz

Paul Reardon

Toby Talbot

Mike Spirkovski