Tag: Jim Ingram

AFL celebrate the people behind the game in campaign from Cummins&Partners

AFL celebrate the people behind the game in campaign from Cummins&Partners

The AFL has kicked off its 2015 marketing campaign ahead of the launch of the season in April with a spot created by Cummins&Partners which celebrates the people involved in the game from the players to the fans.

The ad aims to highlight that the game would not exist without its supporters by showcasing the variety of people who play and support it both on the field and at home.

AFL general manager of people, culture and community Dorothy Hisgrove said: “The AFL has made important decisions this year, listening and acting on issues the fans care about. This ad celebrates the fact that our game doesn’t exist without the passion and support of fans, and we celebrate them and their stories of passion.”

Jim Ingram, ECD at Cummins&Partners, said: “This campaign is for supporters of the game at all levels, those who make our game extraordinary. In fact, every person cast in this commercial is an AFL fan, with most of them recruited through club fan squads. Go Dons.”

Last year’s campaign, also created by Cummins&Partners, was a “call to arms” to fans to not only support their teams but to attend games and show their passion for the sport.

By Mumbrella

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AFL calls on fans to voice their support for AFL finals in campaign from Cummins&Partners

AFL calls on fans to voice their support for AFL finals in campaign from Cummins&Partners

The AFL has rolled out its campaign for the 2014 Toyota AFL Finals Series developed by full service agency Cummins&Partners.

Mumbrella revealed last month that Cummins&Partners had been appointed to develop the campaign, its first assignment for the AFL. The ‘Don’t Go Quietly’ campaign is a “call to arms” to AFL fans to not only support their teams but to attend games and show their passion for the sport.

It features a collection of images of fans and players alike experiencing a variety of emotions throughout the game, accompanied by an impassioned voiceover reminding fans that now during the finals is when a team needs its fans the most. The ad is narrated by three-time premiership player Jonathan Brown.

Julian Dunne, AFL head of brand and market insights, said: “The campaign is about celebrating the fans of our game and the role they play in supporting their teams and making our game what it is. We have incredibly loyal and passionate fans and the imagery used across the campaign is all real. The AFL Finals is the pinnacle event on the Australian sports calendar and we want fans to come along, with full voice and enjoy the best of our great game.”

Jim Ingram, co-executive creative director at Cummins&Partners said: “From inception to execution we are immensely proud of this work. These are not meant to be ‘high gloss corporate style’ ads, we wanted to go with something a little more authentic. Hopefully they feel a bit more raw and real.

“There are few things as enjoyable as going along to Finals footy and giving it your all. We wanted to capture and celebrate those intense feelings the fans (and we) have when supporting our teams at the game. It’s all about the passion of the fan, ‘Don’t Go Quietly’, is a call to arms – if you’re going to go to the game, go, but ‘Don’t Go Quietly’”.”

The TV ads are complemented with interactive experiences and print.

GPY&R Melbourne is the AFL’s agency of record, and has produced the last few finals ads.

Credits:

AFL
CEO, Gill McLachlan
  • General Manager People, Customer and Community, Dorothy Hisgrove
  • Head of Brand and Market Insights, Julian Dunne
  • Marketing Communications Manager, Matthew Todd

Agency, Cummins&Partners

  • Co- ECD’s, Jim Ingram and Ben Couz​e​ns (not Cousins)
  • Creative Director, Peter Doogie Chapman
  • Senior Art Director, Connor Beaver
  • Senior Art Director ​, Frank Trobbiani
  • Chief Strategy Officer, Adam Ferrier
  • MD, Chris Jeffares
  • Account Director, Sarah ‘Beersy’ Beer
  • ​Agency TV Producer, Adele ​Pollitt

Production Partners

  • Pixel Kitchen
  • Risk ​Sound
  • Electric Dreams​

By Mumbrella.

 

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Australia’s biggest admen admit tech has replaced ideas, game changed

Australia’s biggest admen admit tech has replaced ideas, game changed

Some of the biggest hitters in Australian advertising have come clean. As the worlds of technology and advertising collide like a particle in the Large Hadron Collider, the idea has been usurped. Being first is key. Changing the game through technology and bolting any old shit onto it is the future of advertising, according to Ant Keogh, Clemenger Melbourne ECD.

“It doesn’t matter what it is being first in, but being first wins the day, because people talk about firsts,” added M&C Saatchi’s top creative Ben Welsh.

Publicis Mojo ECD Grant Rutherford agreed. “Technology is not so much overriding the idea, it is the idea”, he said, with JWT Melbourne ECD Richard Muntz crystallising the shift towards hyperviralised platforms. “If you nano’d nano technology, that is what it’s all about now.”

Keogh said the pace at which advertising was changing was akin to Einstein’s theory of relativity. “It’s like if you are on a moving bus, moving at the speed of light, then you have to be, like, ahead of the bus now. Waiting to catch the bus.”

Ben Coulson, creative chief at GPY&R, came clean with the truth that many have long suspected.

“You really have to make the consumer jump through a lot of hoops these days. Put some barriers and hurdles between the consumer and the brand and obviously with the convergence of all these merging technologies, it is very very hard to find the exact right spot to put an idea. So sometimes we actually don’t any more. No-one can tell of course. They are too busy running around the city with their phones out looking for our hidden message.”

The creative masterminds were speaking ahead of a conference put together by data-driven advertising body, ADMA. In a bid to bring creative people and marketers to the heart of the digerati’s layer, the association tasked Cummins & Partners to make an ad.

But the agency went further. It created 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.

You can watch the case study below. Adam Ferrier thinks it will light up the corpus callosum on both sides of the human brain to deliver “ultra engagement”, and while ADMA didn’t understand it, they thought that sounded good.

All the top creatives agree it is a game changer.

Cut the bullshit and refocus on creativity is the message. And go to Creative Fuel, on 28 July at the MCA, Sydney.

 By AdNews.

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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

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.

 

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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.

 

By Campaign Brief

 

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