McCann Melbourne collaborates with local artists with launch of latest Melbourne International Film Festival ‘Unwritten Reviews’ campaign
Melbourne International Film Festival (MIFF) has launched its latest campaign, ‘Unwritten Reviews’,via McCann Melbourne
The campaign aims to inspire a new way of reviewing films, through sensory elements that transcend beyond the written word.
Inspired by the festival’s mission, the ‘Unwritten Reviews’ seek to bring to life the emotive response of each film through an unforgettable sensory experience, at times evoking the same response as the films.
This year, six ‘Unwritten Reviews’ have been created by six diverse Melbourne artists, including a professional chef, a music producer, a master brewer, a contemporary Indigenous artist, a cocktail mixologist and a tattoo artist. Each artist was invited to attend a private screening of a film from the 2018 program. They were then tasked with crafting a bespoke review in their respective mediums inspired by their viewing experience.
Says Patrick Baron, Chief Creative Officer, McCann Melbourne: “For the first time in the festival’s history, MIFF is giving Melbournians a unique way to ‘taste’ the films before they see them, whether it’s consuming them, listening to them or feeling it tattooed on their body.”
Adds Shelley King, Marketing and Communications Manager, MIFF: “The Unwritten Reviews campaign is designed to challenge the stereotypical film review and make our biggest program yet more accessible to new audiences. These unique reviews expand how cinema can inspire, spark conversation and translate into other creative mediums. Audiences are encouraged to enjoy the video content and reviews throughout the festival.”
Says Andrew Woodhead, Creative Director, McCann Melbourne: “Instead of reading a review, visual, visceral, edible and tactile pieces will communicate the experience without a single word, connecting a broader audience with foreign language and arthouse films”.
The reviews can be experienced at both miff.com.au/unwrittenreviews, or experienced first-hand at locations around Melbourne in the lead up to and during the festival:
- Taste Supernormal head chef, Ben Pollard’s review of The Seen and Unseen.
- Hear music producer, Billy Davis’s review of West of Sunshine.
- See contemporary Indigenous artist, Maree Clarke’s review of Outrage Coda.
- Taste Adam Hussein from 1806’s cocktail review of Yellow is Forbidden.
- Feel Chapel Street Tatooist, Leonie Hall’s review of Let the Corpses Tan.
- Taste Kristian Martin from Mornington Peninsula Brewery’s brew review of John McEnroe: In the Realm of Perfection.
The Melbourne International Film Festival launches August, 2nd – August 19th 2018 with tickets available for purchase online now.
Client: Melbourne International Film Festival
Agency: McCann Melbourne
Chief Creative Officer: Patrick Baron
Executive Creative Director: Nicole Mandile
Creative Director: Andrew Woodhead
Art Director: Max Kennedy
Copywriters: Tom Medalia, Aaron Bethune
Designers: Edward Stroud
Producer: Melina Flood
Senior Editor: Oliver Knocker
Group Account Director: Charlie McDevitt
Account Director: Emma Van Den Berg
Senior Account Manager: Meg Andrews
Account Executive: Leighton Howindt
Production Company: Airbag
Director: Will Horne
Producer: Nick Venn
Head of Production: Martin Box
Managing Partner: Adrian Bosich
17 Comments
Five out of Five.
Everything is amazing except the art direction.
V jealous of this, would’ve loved getting a free tatt.
Congrats to all involved.
Art direction – tick from me
Can’t hate on this, it’s pretty good!
Nice work
So, someone watched a movie and then did a generic tattoo? Cool idea guys.
Nice thought, beautifully executed. I can get behind this.
Really like it, real clean. Would have loved to see a skateboarder invent a new trick or something but I could be biased. Ciao.
Looks like McCann Melbourne had a busy day commenting on the blog yesterday, treat yourselves and head to the pub early today guys you’ve got Cannes 2019 sorted.
Queue comments saying ‘I don’t work there but I love it’
Maxxy and Horne together? Magic will always be delivered
Nice work guys. Great idea.
Advertising written for ad people. No one else will see this or be driven to go see the festival because of it. Hate this type of stuff. But yeah. Cannes will eat it up no doubt.
A performance artist who didn’t like a movie taking a dump on a plastic tarp.
This idea has potential.
What a shit industry this can be.
Fuckers have to come out and hate on stuff all the time.
Why waste your time?
Don’t like something? Who gives a shit.
Or are you just trying to make those involved feel as miserable as you probably are?
I just don’t see this in any other creative industry.
Best thing Mccann has done in a very very long time.
Good work by the director. But the idea, as someone else said, could only be cooked up b y an ad agency desperate to win awards. It’s just so laughably ridiculous. What’s the point of reviewing a film with a meal or a tat? Why is that going to make me go and visit the festival? Sure,cinema is inspirational, but having someone say ‘the film references eggs a lot so I thought I’d use them in my unspoken meal review’ – how can anyone take that shit seriously? 😀