‘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 spruik its Creative Fuel conference) ADMA 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 practicing his Mongolian throat singing.