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McCann Melbourne Collaborates with Local Artists for Melbourne International Film Festival

Awards and Events 131 Add to collection

The campaign aims to inspire a new way of reviewing films, through sensory elements that transcend beyond the written word

McCann Melbourne Collaborates with Local Artists for Melbourne International Film Festival
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.
  
The Melbourne International Film Festival launches August, 2nd - August 19th 2018 with tickets available for purchase online now.
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Production Company

Director: Will Horne

Producer: Nick Venn

Managing Director: Adrian Bosich

Production Supervisor: AIRBAG

Creative Agency

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

McCann Melbourne, Mon, 23 Jul 2018 01:52:48 GMT