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

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

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