Bernardi and Hanson ‘hate speech’ used to create ad for Melbourne Queer Film Festival
The Melbourne Film Queer Film Festival has tapped into the “hate speech” of Pauline Hanson and Cory Bernardi to create an animation promoting the festival.
Hate speech has been used to help create the new campaign
The cinema ad by J Walter Thompson in Melbourne has been created by taking the divisive words uttered by the two right-wing politicians and converting them to data profiles that then drive the animation.
Berlin 3D designer and visual artist Bernd Marbach used the data to create a colourful metaphor for the campaign which is supported by the line: “When the agenda is to divide, we need stories that unite”.
“This is a simple idea told powerfully and frames the reason why festivals like MQFF are so important,” JWT executive creative director Kieran Anthill said.
The ad uses comments made by Bernardi in parliament in 2012 where he compared homosexuality to bestiality. His comments led to his resignation as Tony Abbott’s parliamentary secretary.
“The next step, quite frankly, is having three people or four people that love each other being able to enter into a permanent union endorsed by society – or any other type of relationship,” Bernardi said of homosexual marriages.
Comments from Hanson on JoyFM last year were also used to create the campaign.
“I don’t care what other countries around the world are doing. I don’t care what’s happening around the world. If you feel so strongly about it, well then I’m sure you can move to that country and then you can have the marriage,” Hanson said on the radio station.
Sound design in the campaign has also been used to transform the words over the course of the ad from a noise that is at first sinister to one that becomes celebratory as the tones from the vocal tracks drown out the vocal patterns themselves.
Dillan Golightly, executive director of the MQFF said the approach was a great way to promote the inclusion of the festival.
“JWT’s cinema trailer for this year really drives home the transformative power of queer cinema and MQFF,” Golightly said.
“Taking homophobic and transphobic comments from politicians and turning them into a beautiful piece of animation is a great expression of resistance and hope.”
The campaign will run in cinemas until March 27.
Credits:
- Executive Creative Director: Kieran Antill
- Creative Directors: Jim Walsh, Jess Lilley, Annie Price
- Account Director: Jacob Hewitt
- Account Manager: Patricia Tucker
- Agency Producer: Stephanie McDonald
- Agency Editor: Dave Wade
- Agency Designer: Scott Butler
- Agency Senior Artworker: James Ayling
- Visual Production Partner: Onformative
- 3D Motion Artist: Bernd Marbach
- Sound Partner: Electric Dreams Studios
- Sound Design: Cornel Wilczek
topics
Campaign
Cory Bernardi
J. Walter Thompson Melbourne
Kieran Anthill
marriage equality
MQFF
Pauline Hanson
