THE EMOTIONAL TRAILER

Silver Spike

Case Film

Presentation Image

TitleTHE EMOTIONAL TRAILER
BrandMELBOURNE INTERNATIONAL FILM FESTIVAL
Product / ServiceMELBOURNE INTERNATIONAL FILM FESTIVAL
CategoryC04. Use of New Technology
EntrantMcCANN MELBOURNE, AUSTRALIA
Idea Creation McCANN MELBOURNE, AUSTRALIA
Media McCANN MELBOURNE, AUSTRALIA
PR McCANN MELBOURNE, AUSTRALIA
Production McCANN MELBOURNE, AUSTRALIA

Credits

Name Company Position
Adrian Bosich Airbag Productions Managing Partner
Adrian Mills McCann Melbourne Managing Director
Patrick Baron McCann Melbourne Chief Creative Officer
Andy Jones McCann Melbourne Creative Director
Andy Jones McCann Melbourne Creative Director
Alex Wadelton McCann Melbourne Creative Director
Alex Wadelton McCann Melbourne Copywriter
Caroline Macmillan Mccann Melbourne Agency Account Director
Milly Dunn Mccann Melbourne Account Manager
Victoria Conners McCann Melbourne Head of Broadcast
Anne Comber McCann Melbourne Agency Producer
Afrim Memed Mccann Melbourne Assistant Producer
Eliza D'Souza Airbag Productions Producer
Tony Prysten McCann Melbourne Head of Digital
Rebecca Earwaker McCann Melbourne Digital Producer
Joe Guario McCann Melbourne Technical Lead
Patrick Jennings McCann Melbourne Director
Rob Stock Airbag Productions Executive Producer
Steven Nicholson Airbag Productions Creative Technologist

The Campaign

We all feel the same basic emotions: fear, anger, surprise, disgust, sadness and happiness. And no matter where you are from you don’t just see a film, you feel it. So using the human face as a display, emotional data collected from film critics and an innovative use of technology, we created movie trailers that spoke every language. The Emotional Trailer.

Creative Execution

To do this we first held special preview screenings with movie critics to capture the 6 key human emotions of fear, anger, surprise, disgust, sadness and happiness for every film at the festival via our custom mobile app and biometric sensors. This data created an Emotional Script condensing an entire 2 hour film into under one minute. The data was then fed via electric stimulation into the facial muscles of willing participants to act out the emotional arc of an entire film, using the human face as a display. Before each film at the festival, audiences experienced the Emotional Scripts in a custom-built movie chair we called the Emotion Simulator. The simulator sessions sold out within two days. These experiences were filmed, creating Emotional Trailers for every film at the festival, that the audience in the cinema, watching the live stream or on social media, could book tickets directly from.

The highest ever sales results in MIFF’s history. The Emotional Trailers drove an 800% increase in social shares. Tickets to preview films sold out within two days. The excitement around the Emotion Simulator and Emotional Trailers drove the following festival records. 800% Increase in social shares for the festival Biggest ticket sales in MIFF’s 65 year history $30,165,012 in earned media Number 1 attraction at the festival 14 million people reached 40% Increase in mobile traffic to website

As most ticket sales now occur online, social media and through personal devices, the Emotional Trailer is the perfect multi media idea and channel amalgam. Audiences could book tickets direct to the Melbourne International Film Festival from the content generated at live activations that were then shared online and social media generating PR and attracting record audiences.

Insights, Strategy and the Idea

The truth is, great films move people – they make people think and feel often for days after the event. The most compelling truth comes from a much simpler insight: We all feel the same basic emotions, fear, anger, surprise, disgust, sadness and happiness. And the consumer insight is simple: No matter where you are from you don’t just see a film, you feel it. So when you’re trying to sell numerous films in several languages without any familiar cast or crew we had to show people what they would feel throughout and as an outcome of a film. With that in mind, our strategy was simple. We wanted to leverage from the universal language of emotion. The language of emotion was to be used to transcend language barriers and show a compelling but universal way to communicate the essence of each film at MIFF.

Links
Video URL