Melbourne International Film Festival (MIFF) has launched its latest campaign, 'Unwritten Reviews',via McCann Melbourne
Inspired by the festival's mission, the 'Unwritten Reviews' seek to bring to life the emotive response of each film through an unforgettable sensory experience, at times evoking the same response as the films.
This year, six 'Unwritten Reviews' have been created by six diverse Melbourne artists, including a professional chef, a music producer, a master brewer, a contemporary Indigenous artist, a cocktail mixologist and a tattoo artist. Each artist was invited to attend a private screening of a film from the 2018 program. They were then tasked with crafting a bespoke review in their respective mediums inspired by their viewing experience.
Says Patrick Baron, Chief Creative Officer, McCann Melbourne: "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."
Adds Shelley King, Marketing and Communications Manager, MIFF: "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."
Says Andrew Woodhead, Creative Director, McCann Melbourne: "Instead of reading a review, visual, visceral, edible and tactile pieces will communicate the experience without a single word, connecting a broader audience with foreign language and arthouse films".
The reviews can be experienced at both miff.com.au/unwrittenreviews
, or experienced first-hand at locations around Melbourne in the lead up to and during the festival:
- Taste Supernormal head chef, Ben Pollard's review of The Seen and Unseen.
- Hear music producer, Billy Davis's review of West of Sunshine.
- See contemporary Indigenous artist, Maree Clarke's review of Outrage Coda.
- Taste Adam Hussein from 1806's cocktail review of Yellow is Forbidden.
- Feel Chapel Street Tatooist, Leonie Hall's review of Let the Corpses Tan.
- Taste Kristian Martin from Mornington Peninsula Brewery's brew review of John McEnroe: In the Realm of Perfection.
Art Director: Max Kennedy
Producer: Melina Flood
Executive Creative Director: Nicole Mandile
Chief Creative Officer: Patrick Baron
Group Account Directors: Charlie McDevitt
Designer: Edward Stroud
Senior Account Manager: Meg Andrews
Account Executive: Leighton Howindt
Copywriters: Tom Medalia, Aaron Bethune
Sound Mix: editor
Editor: Oliver Knocker
Senior Assistant Producer: McCann Melbourne