Melbourne International Film Festival plays on fear of dodgy foreign films
Clemenger BBDO Melbourne has launched a new campaign and brand identity for new client Melbourne International Film Festival. The ads play on the idea that cinema goers tend to think that foreign films can be a bit hit and miss.
http://youtu.be/O9HmPgYeGRU
The ads, though set in China and Poland, were shot on the outskirts of Melbourne using local actors.
“We’ve brought it back to focusing on the same qualities we look for in popular films – great stories and performances,” said Clems Melbourne’s ECD Ant Keogh. “This gave us a great opportunity to play with the conventions and subvert the stereotypes of various international film genres.”
The campaign differs markedly in tone and content to last year’s campaign for the Melbourne International Film Festival, created by Badjar Ogilvy, where film directors were depicted as adversaries.
Credits:
- Client: Melbourne International Film Festival (MIFF)
- Agency: Clemenger BBDO Melbourne
- Exec. Creative Director: Ant Keogh
- CD/Art Director: Damian Royce
- Copywriter: Nick Kelly
- Executive Producer: Sonia von Bibra
- Strategy Planner: Sam Mackisack
- Senior Account Director: Brett Williams
- Account Executive: Ruth John
- Production Company: The Sweet Shop
- Director: Steve Ayson
- Executive Producer: Wilf Sweetland
- Producer: Edward Pontifex
- Cinematographer: Bob Humphreys
- Production Designer: Lucinda Thompson
- Offline editor: Jack Hutchings – The Butchery
- Online editor: Eugene Richards – The Refinery
- Colourist: Edel Rafferty – MRPPP
- Music/Sound design: Cornel Wilczek, Biddy Conner, Byron Scullin – Electric Dreams
- Casting: Fiona Dann – Chameleon Casting
Cast:
- Chinese Father: Ferdinand Hoang
- Chinese Son: Zohar Hoang
- Polish man – Jacek: Jacek Koman
- Polish Man – Tomek: Tomek Koman
- Polish Man – New Tomek: Geoffrey Rush
A little long… But great, especially compared to last years ad.
Wouldn’t mind seeing the other version. Any chance of that getting posted?
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brilliant
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I’ve put in a request to Clems, Steve. Hopefully ‘China’ will be added to the story a bit later this afternoon.
Cheers,
Robin – Mumbrella
Love it! Clems Melbourne are on fire!
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comparing this year’s effort with last year’s makes me shudder, nice one clems!
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les wood, it’s not brilliant at all man, it’s fucking brilliant.
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Interesting that Poland seen through Australian creative eyes has absolutely no reference to real Polish landscape. On contrary, it looks just like Poles imagine Australian outback. The “Chinese” spot hasn’t faced this problem.
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