Melburnians encouraged to ‘Watch How You Feel’ in new work for 2015 MIFF via McCann Melbourne

The 2015 Melbourne International Film Festival has launched with a wide-ranging campaign based on the theme “Watch How You Feel”, created by McCann Melbourne.

The premise of the campaign is that no matter what the language, we all have the same human emotions: happiness, fear, anger, disgust, surprise, and sadness… emotions that are fully explored at the 64th edition of the Festival.

Says Andy Jones, creative director, McCann: “For 17 days during MIFF, Melbourne goes to the cinema for an emotional, widescreen experience. These movies can have a profound effect on you, in a way that the typical Hollywood blockbuster never will.”

Says Alex Wadelton, creative director, McCann: “MIFF truly allows us to really see into the human condition all around the world, from the comfort of Melbourne. And to understand how someone is feeling, we look for the signs on someone’s face, from the most subtle hints to unmistakable expressions.”

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Says Michelle Carey, artistic director, MIFF: “The campaign really interprets the Festival experience. This year’s line-up of more than 370 will take Melbourians on a journey – they will make audiences laugh, cry and truly challenge how they think and feel.”

A 60 second cinema super-cut showcases many of the extraordinary films debuting at the 64th edition of the festival. The soundtrack was scored by acclaimed sound studio Electric Dreams.

A series of posters have also been released, that cover the gamut of human emotions. Renowned designers We Buy Your Kids were recruited to bring the visuals to life in a timeless style reminiscent of some of the classic posters from the Festival’s history.

The campaign also spearheads the Festival Guide, print, online, with experiential to be released in the coming weeks.

MIFF runs 30 July-16 August 2015. Tickets are on sale now at miff.com.au

McCann Melbourne:

Producer: Danny Thiris