Satirical Case Study Points Out Everything Wrong With Advertising


It's all in the title: “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.”

Ross Brooks
  • 4 june 2014

Advertising is something of a dark art, especially when it’s used to create the illusion of value where there is none. In order to promote the upcoming Creative Fuel event in Australia, cummins&partners; came up 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.”

There is no mention of what the campaign is meant to be promoting, which helps to drive home the point that we’re often just lured in with psychological tricks, fancy technology, and other shiny baubles. One such example is the importance of being first, described perfectly by executive creative director of M&C; Saatchi Sydney, Ben Welsh, who said, “it doesn’t really matter what it’s being first with, but being first wins the day.”


Another important aspect of the project was spending more time crafting the case study video than doing the idea. Executive Creative Directors of cummins&partners;, Jim Ingram and Ben Couzens, live-tweeted Paul Middleditch, creator of iconic films such as “The Big Ad” to achieve this goal. They had good reasons of course:

“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.”

To prove just how great the campaign was, other big names in the Australian creative industry were given a taste, all of whom were “impressed into gasps of speechlessness, after first providing an interesting sound-bite for the case study.”

Other gems in the video include, “Who needs a f****** idea these days when you’ve got an awesome piece of tech?” and “We just find technology that we can bolt s*** on to.”

It’s safe to say you don’t want to miss out on the video below, especially if you want to avoid the advertising cliches that make their way into so many campaigns these days.

If you live in Australia, you will also want to check out the Creative Fuel Event planned for July 28th.

[h/t] Campaign Brief, B&T;


Turn Any Wearable Into A Mental Health Tracker

Fitness / Sport
Work Today

Amazon Is Experimenting With A 30-Hour Work Week

The online retailer is launching a pilot program that will allow a technical team to work with a considerably shortened schedule

Fitness / Sport Today

How The Rio Olympics Stood For More Than Just Games

PSFK rounds out the Rio Games with our picks for the finest moments beyond sports


Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Retail Today

Mobile Travel App Embraces Cognitive Computing

The Orlando Tourism Board is looking to IBM Watson to provide personalized local recommendations for visitors


Andy Dunn

Retail Disruptor

Automotive Today

Bike-Friendly Apartment Building For Swedish Cyclists

A residential space is being designed for commuters to easily transport goods

Advertising Today

Nike Takes Over An Entire City Block With A Giant Running Track

The Unlimited Stadium is shaped like a 100-meter sole print of the brand's LunarEpic sneaker

Gaming Today

Fortune Cookie Service Brings Bad News To Your Doorstep

To promote their new delivery service Blackbox, the creators of Cards Against Humanity are delivering unfortunate messages in an edible form


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 23, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs Today

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Arts & Culture Today

This Picture Frame Could Be The Lava Lamp For A New Generation

Slow Dance makes real objects appear to move in slow motion

Work Today

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Today

Airport Mural Puts Passengers In The Clouds

The installation in an Amsterdam terminal lets travelers float through a series of billowing 3D digital shapes

Automotive Today

DevBot Is An Intelligent, Driverless, Electric Car

The unmanned test vehicle from RoboRace is a preview of upcoming AI race models

Augmented / Virtual Reality Today

AR Ski Goggles Make Racing Down The Slopes Even More Immersive

Israeli startup RideOn weaves digital overlays into the thrill of skiing with an unconventional pair of protective eyewear


Rio Olympics
Innovation Coverage From The Rio Games

Advertising Today

Japan Wants To Make 2020 Olympic Medals From Recycled Electronic Waste

The Tokyo Games could showcase the first-ever gold, silver and bronze awards made from discarded phones and computers

Culture Today

This Small Town Has Become A Hide-and-Seek World Championship Destination

An old abandoned village in Northern Italy has become a massive playground for over one hundred competitive players

Design Today

Garmin’s New Smartwatch Is Challenging The Luxury Market

The brand adds a premium version of its popular multi-sport trainer to its accessories collection

No search results found.