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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.”

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.”

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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;

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