ADMA Creative Fuel as conference strives to demonstrate it’s truly useful resource that understands creatives. So to promote the conference we decided to help with what data research showed was one of the most time consuming elements of creative’s lives now - the creation of case study videos for award shows. It’s now become a creative project unto itself that people often spend more time on than real advertising creative. And perhaps the most symbolic element of that process is the choice of music. It is a genuine challenge, as even when they do find a song, they often face copyright infringement. Thus this year we offered to alleviate that challenge by once and for all creating the ultimate Case Study Song. A song that was specifically crafted to sell the different elements of any creative idea.

The ADMA Case Study Song of the Year was created with the assistance of Australia’s top Advertising ECDs and CCOs, all experienced jury members at Advertising award shows. We filmed the entire process, turning it into humourous online content to promote the song and as a byproduct, the ADMA Creative Fuel Conference. Then once the process was complete, instead of selling tickets to ADMA Creative fuel, we sold the song with life-time copyright usage, and made the ticket complimentary with purchase.

Sales of the song went through the roof - and as a result to ADMA Creative Fuel sold out as an event.