31 YEARS CELEBRATING THE POWER OF IDEAS
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Corporate Name of Sponsoring Client: Melbourne International Film Festival
Agency Account Director: Caroline Macmillan
Agency Account Manager: Milly Dunn
Agency: McCann Melbourne, Melbourne
Managing Director: Adrian Mills
Executive Creative Director: Pat Baron
Creative Directors: Alex Wadelton/Andy Jones
Copywriter: Alex Wadelton
Art Director: Andy Jones
Agency Producer: Anne Comber
Creative Technologist: Steven Nicholson
Production Company: AIRBAG, Melbourne
AIRBAG Managing Partner: Adrian Bosich
Director: Patrick Jennings
Producers: Robert Stock/Eliza D'Souza
Assistant Producer : Afrim Memed
Head of Broadcast: Victoria Conners
Digital Director: Tony Prysten
Digital Producer: Allison Snow
Technical Advisor : Joe Guario
Editor: Patrick Jennings
The Melbourne International Film Festival (MIFF) is a foreign language art house film festival. In a world of Netflix, iPads and superhero Hollywood blockbusters, our task was to raise awareness and attract audiences to films they’ve never heard of, starring actors they don’t know, in languages they don’t understand. To create a new kind of movie trailer - The Emotional Trailer - we created a way to collect emotional data, that in-turn created a new emotional script for each film in the festival. With the emotional data script, we were able to physically display the way a movie would make people feel if they went to see it, and condense the entire move experience into less than a minute through our Emotional Simulator. The Emotional Trailer is the perfect idea and channel amalgam, in that both the media and idea were co-dependent. Small format outdoor and PR promoted the Emotional Simulator activation. This activation then created content (Emotional Trailers) that digital media and social sharing then pushed to generate interest in films that are otherwise, very hard to sell. In doing so, we achieved record sales. It is not merely the one idea executed in a number of channels - each element of this campaign, relied on the other. STRATEGY 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. And the consumer insight is simple: No matter where you are from you don’t just see a film, you feel it. Fear, anger, surprise, disgust, sadness and happiness. 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. IDEA 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. EXECUTION To do this we first held special preview screenings with prominent 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 also experienced the Emotional Scripts in a custom-built movie chair we called the Emotional Simulator. The simulator sessions sold out within two days. All these experiences were filmed, and created Emotional Trailers for every film at the festival. Trailers that the audience in the cinema, watching the live stream, or seeing on social media, could book tickets directly from. RESULTS 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 Emotional 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