UNWRITTEN REVIEWS

TitleUNWRITTEN REVIEWS
BrandMELBOURNE INTERNATIONAL FILM FESTIVAL
Product / ServiceMELBOURNE INTERNATIONAL FILM FESTIVAL
CategoryA04. Online: Non-fiction
EntrantMcCANN MELBOURNE, AUSTRALIA
Idea Creation McCANN MELBOURNE, AUSTRALIA
Media Placement McCANN MELBOURNE, AUSTRALIA
PR McCANN MELBOURNE, AUSTRALIA
Production McCANN MELBOURNE, AUSTRALIA

Credits

Name Company Position
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
Will Horne Airbag Director
Nick Venn Airbag Producer
Martin Box Airbag Head of Production
Adrian Bosich Airbag Managing Partner

The Campaign

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.

Creative Execution

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.

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