Dr Mumbo

‘A few happy African kids and some Coca-Cola and we’ve got something special there’

Everyone worth their salt in the ad industry knows award success lives and dies not on the quality of the campaign, but on the emotional ride the case study video takes you on.

So in a bid to improve Australia’s haul at Cannes Lions next year (and to promote its Creative Fuel conference), ADMA, Australia’s data-driven marketing body, has created this unique insight into the making of “The Award Show Case Study Song of the Year”.

“Forget endlessly browsing music libraries and scouring iTunes accounts, the Case Study Song of the Year is the ultimate soundtrack of success. And we’re giving it away to every agency and marketer in Australia,” says ADMA CEO Jodie Sangster.

If nothing else it’s worth watching the five minute making of video just to see Steve Back, the former creative honcho at Ogilvy Singapore, practicing his Mongolian throat singing.


There are some great one liners from the likes of Droga5’s Steve Coll: “I think a few more people have seen it than actually exist in the world,” and “clearly Coldplay have thought a lot about case studies when they’ve written a lot of their tracks”.

Or GPY&R’s Ben Coulson: “I find it’s easier to just start with an amazing piece of emotion. Somehow we fit some product in, and quite a few results.” And after hearing the track: “A few happy African kids and some Coca-Cola and we’ve got something special there”.

Dr Mumbo is looking forward to hearing what the good folk at Songzu have come up with.

It’s a worthy follow-up to last year’s effort “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”.


  • Music Composition/Production: SongZu
  • Ramesh Sathiah – Creative Director/Partner
  • Haydn Walker – Senior Composer
  • Adrian Sergovich – Senior Composer
  • Lindy Lewis – Senior Producer
  • Abby Sie – Senior Engineer
  • Myles Lowe – Engineer
  • Damian Enemark – Junior Engineer
  • Glenn Cunningham – Singer
  • Ian Cooper – Violinist
  • Virna Sanzone – Opera Singer
  • Creative Agency: Cummins&Partners Sydney & Melbourne
  • Executive Creative Directors: Tom Martin & Julian Schreiber
  • Creative Director: Doogie Chapman
  • Senior Art Director: Connor Beaver
  • Art Director: Trent Hendrick
  • Head of Broadcast: Jess Thompson
  • Senior Producer: Abby Hunt
  • Senior Account Director: Matty Graham
  • DOP: Nathan Mallon
  • Production Company: Plaza Films
  • Director: Paul Middleditch
  • Executive Producer: Peter Masterton
  • Head of Production: Megan Ayers
  • Post Production: The Editors
  • Editor – Jess Mutascio
  • Colourist – Yoomin Lee
  • Online – Viv Baker
  • Post Producer – Daniel Fry
  • Client: ADMA
  • CEO: Jodie Sangster
  • Director – Product & Innovation: Mandy Eyles
  • Marketing Manager: Kathy Pieprzyk
  • Marketing & Communications Manager: Tatiana Montealegre
  • Marketing Coordinator: Sherin Wang

With special thanks to

  • Georgia Arnott
  • Steve Back
  • Pat Baron
  • Hannes Ciatti
  • Steve Coll
  • Ben Coulson
  • Ben Couzens
  • Ted Horton
  • Jim Ingram
  • Ant Keogh
  • Richard Muntz
  • Paul Reardon
  • Toby Talbot
  • Mike Spirkovski

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