|Brand||MELBOURNE INTERNATIONAL FILM FESTIVAL|
|Product / Service||MELBOURNE INTERNATIONAL FILM FESTIVAL|
|Category||A04. Online: Non-fiction|
|Entrant||McCANN MELBOURNE, AUSTRALIA|
|Idea Creation||McCANN MELBOURNE, AUSTRALIA|
|Media Placement||McCANN MELBOURNE, AUSTRALIA|
|PR||McCANN MELBOURNE, AUSTRALIA|
|Production||McCANN MELBOURNE, AUSTRALIA|
|Patrick Baron||McCann Melbourne||Chief Creative Officer|
|Nicole Mandile||McCann Melbourne||Executive Creative Director|
|Andrew Woodhead||McCann Melbourne||Creative Director|
|Max Kennedy||McCann Melbourne||Art Director|
|Cameron McMillan||McCann Melbourne||Art Director|
|Tom Medalia||McCann Melbourne||Copywriter|
|Aaron Bethune||McCann Melbourne||Copywriter|
|Edward Stroud||McCann Melbourne||Designer|
|Melina Flood||McCann Melbourne||Producer|
|Oliver Knocker||McCann Melbourne||Senior Editor|
|Charlie McDevitt||McCann Melbourne||Group Account Director|
|Emma Van Den Berg||McCann Melbourne||Account Director|
|Meg Andrews||McCann Melbourne||Senior Account Manager|
|Leighton Howindt||McCann Melbourne||Account Executive|
|Martin Box||Airbag||Head of Production|
|Adrian Bosich||Airbag||Managing Partner|
MIFF films often challenge and confront audiences. They connect with us and make us feel in ways we can’t explain. When it comes to the cinema experience, MIFF films go beyond words. So in 2018, we would launch the festival without using a single word. We created the Unwritten Review.
Five ‘Unwritten Reviews’ were created by five diverse artists, including a professional chef, a music producer, a master brewer, a contemporary aboriginal artist and cocktail mixologist. Each were invited to a private MIFF film screening from the 2018 program. They were then tasked with crafting a piece in their individual mediums that’s inspired by their viewing experience. The process became short films themselves shared online, spread through the influencers channels, the festival website and experienced first-hand in locations around Melbourne during the lead-up to and during the festival. Instead of reading a review, visual, visceral, edible, audible and tactile pieces will communicate the film experience to our audience without a single word.
Unwritten reviews impact stemmed from allowing each influencer to express themselves doing what they and their audience love best - their trade craft. Bringing art house cinema to life via different mediums made the event more available and accessible to audiences that might not otherwise engaged with the film festival.
Unwritten Reviews saw us create five short films featuring five diverse artists. Each film followed the story of a different artist who was invited to a private film screening from the 2018 Melbourne International Film Festival program. They were then challenged with creating a piece Their unique approach to this brief formed the narrative for each of our mini-documentaries, bringing to life their emotive response to each film via a sensorial experience – taste, sight and sound.
As a local film festival we really only needed to reach a local audience. So we utilised micro influencers - individuals who are knowledgeable and passionate about a specific subject or category, typically with small but loyal, local communities of followers. Micro influencers are increasingly viewed by brands as more trusted sources of recommendation for consumers, particularly when it comes to engaging local communities. So we engaged a respected Melbourne professional chef, barman, musician, craft beer brewer and aboriginal artist. While they may have lacked the social reach of a mega celebrity, their dedicated local fanbase will likely trust their opinion.