Unwritten Reviews
Melbourne International Film Festival
Issue 49 | December 2018
Agency
McCann Melbourne
Creative Team
Chief Creative Officer (McCann Melbourne): Patrick Baron Executive Creative Director (McCann Melbourne): Nicole Mandile Creative Director (McCann Melbourne): Andrew Woodhead Art Director (McCann Melbourne): Max Kennedy Copywriter (McCann Melbourne): Tom Medalia / Aaron Bethune Designer (McCann Melbourne): Edward Stroud Producer (McCann Melbourne): Melina Flood Senior Editor (McCann Melbourne): Oliver Knocker Group Account Director (McCann Melbourne): Charlie McDevitt Account Director (McCann Melbourne): Emma Van Den Berg Senior Account Manager (McCann Melbourne): Meg Andrews Account Executive (McCann Melbourne): Leighton Howindt
Production Team
Production Company: Airbag Director (Airbag): Will Horne Producer (Airbag): Nick Venn Head of Production (Airbag): Martin Box Managing Partner (Airbag): Adrian Bosich
Date
July 2018
Background
The Melbourne International Film festival is one of Australia’s most culturally diverse film festivals. However its ticket holders are not, attracting much the same audience year on year. In 2018 the challenge was to reach a broader audience. One that would not normally engage with the film festival. The task was to find a way to over-come the barrier preventing people engaging with their festival program of foreign and art house films.
Idea
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, the idea was to launch the festival without using a single word. The Unwritten Review was created.
Results
• 2,766 media breaks across broadcast, print and online from the first program announcement to Festival close.
• $68.7 million in media coverage generated.
• Instagram saw a 41% increase in followers.
• Facebook: 68,000 followers, peak weekly reach 450,000; unique users 2.5mil, average engagement per post 3% (standard average is 1.6%).