MIFF’s new ad campaign
Melbourne International Film Festival has launched a new campaign ahead of this year’s festival, 21 July – 7 August, plays on the Australian public’s perception of world movies.
Made as short films the ads’ scenarios involve the characters aware their film won’t make it into MIFF. The first, named Poland, recreates a gloomy, post-communist scene as the actors consider ways to improve the story. It guest stars a particularly famous Australian actor.
The second, named The Messenger is set in China.
Ad agency Clemenger BBDO Melbourne are behind the campaign. Clemenger’s ECD Ant Keogh said in a statement, “We’ve brought it back to focusing on the same qualities we look for in popular films – great stories and performances. This gave us a great opportunity to play with the conventions and subvert the stereotypes of various international film genres.”
