News

Melbourne International Film Festival uses no words in ad to promote new ways of reviewing films

The Melbourne International Film Festival (MIFF) has used no words in its video which aims to promote the different ways in which films can be reviewed.

Created by McCann Melbourne, the 45 second promotional video ‘Unwritten Reviews’ shows six different ways of reviewing films through cooking, music, aboriginal art, cocktail making, beer brewing and tattooing.

This year’s Melbourne International Film Festival will show six Melbourne artists, including a professional chef, a music producer, a brewer, an Indigenous artist, a cocktail mixologist and a tattoo artist, reviewing films from the program in their chosen craft.

Patrick Baron, chief creative officer at McCann Melbourne, said in a statement: “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.”

Shelley King, marketing and communications manager at MIFF, added: “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.”

Credits:

  • McCann Melbourne
  • Chief Creative Officer: Patrick Baron
  • Executive Creative Director: Nicole Mandile
  • Group Account Director: Charlie McDevitt
  • Account Director: Emma Van Den Berg
  • Senior Account Manager: Meg Andrews
  • Account Executive: Leighton Howindt
  • Creative Director: Andrew Woodhead
  • Art Director: Max Kennedy
  • Copywriters: Tom Medalia, Aaron Bethune
  • Designers: Edward Stroud
  • Producer: Melina Flood
  • Senior Editor: Oliver Knocker
  • Client: Melbourne International Film Festival
  • Production Company: Airbag
  • Director: Will Horne
  • Producer: Nick Venn
  • Head Of Production : Martin Box
  • Managing Partner: Adrian Bosich
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