Cory Bernardi & Pauline Hanson Voice Data Used To Promote Melbourne Queer Film Festival

Cory Bernardi & Pauline Hanson Voice Data Used To Promote Melbourne Queer Film Festival
SHARE
THIS



In a campaign that aims to unite where others try to divide, J Walter Thompson has brought the message of the Melbourne Queer Film Festival (MQFF) to life in a glorious visual celebration of colour and energy.

Using voice data from the hate speech of Cory Bernardi and Pauline Hanson to inform the animation of MQFF’s new brand icon, the campaign takes negative messages and turns them into art, telling a visual story of strength and love.

The resulting 30 second film launching as a cinema trailer this week, turns the tables on a hostile and conservative political agenda to demonstrate MQFF’s ability to overpower hate with inclusive stories that promote tolerance and diversity.

Dillan Golightly, executive director, MQFF said of the campaign: “JWT’s cinema trailer for this year really drives home the transformative power of queer cinema and MQFF. Taking homophobic and transphobic comments from politicians and turning them into a beautiful piece of animation is a great expression of resistance and hope.”

The film combines audio visual technology and art in new ways to deliver a strong and powerful message. J Walter Thompson called on the talents of Berlin 3D designer and visual artist, Bernd Marbach, who isolated a number of pieces of speech from both Bernardi and Hanson and built a data profile from them that became the basis for the animation. He then set to work with J Walter Thompson Melbourne to find the perfect visual style to represent the soundbites in a way that overcame their hateful content with something strong, colourful and beautiful – thus representing what MQFF stands for. The campaign’s tagline is further representation of this concept: When the agenda is to divide, we need stories that unite.

Kieran Antill, executive creative director, J. Walter Thompson, Melbourne said of the campaign: “This is a simple idea told powerfully and frames the reason why festivals like MQFF are so important – so if you are in Melbourne attend and if you aren’t in Melbourne, Jetstar.com

To complete the project, the agency also called on the services of Cornel Wilczek, founder of Electric Dreams studios and an award winning composer and music producer who is driven by experimentation with sound data to create something new in music.

According to lead creative team, Jim Walsh and Jess Lilley: “Wilczek was able to find rhythm in Bernardi and Hanson’s speech, transforming it into a soundscape that is at first sinister but then builds into something far more celebratory, as tones taken from the vocal tracks ultimately drown out the speech patterns themselves.”

Antill said: “These layers of experimentation with visual art and sound create a unique piece of film that tells an important story for MQFF in a hostile political environment. This ongoing push into design and art innovation is something we are focusing on as a creative agency creating highly expressive bold work for brands.”

Walsh and Lilley continued: “MQFF isn’t just another festival on the Melbourne calendar, it’s a necessary show of cultural solidarity in the fight against intolerance and fear. People need to see that and support it.”

The campaign runs until March 27th.

CREDITS

Executive Creative Director: Kieran Antill

Creative Directors: Jim Walsh, Jess Lilley, Annie Price

Account Director: Jacob Hewitt

Account Manager: Patricia Tucker

Agency Producer: Stephanie McDonald

Agency Editor: Dave Wade

Agency Designer: Scott Butler

Agency Senior Artworker: James Ayling

Visual Production Partner: Onformative

3D Motion Artist: Bernd Marbach

Sound Partner: Electric Dreams Studios

Sound Design: Cornel Wilczek

 

Latest News

How To Optimise Branded Keywords
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]