Just weeks after winning a trio of Cannes Lions for its innovative ‘Emotional Trailer’ campaign, McCann Melbourne has unveiled this year’s Melbourne International Film Festival (MIFF) campaign – a recreation of one fan’s memories of a film he watched at the festival 16 years ago.
To celebrate the 65th festival, McCann and MIFF called on film fans through social media to share memories of films that stayed with them from the many years of MIFF.
Based on MIFF member Keith Gove’s memory of the Takashi Miike thriller Audition, the chosen scene was directed, styled, and edited to recreate the memory that lives on in Gove’s mind since he watched the film at MIFF, once, back in 2000.
With no previous filmmaking experience, Keith Gove worked alongside established director Stephen McCallum to learn about the process of film production, and bring his completely remembered remake to life.
The resulting film forms the focal point of the 65th MIFF campaign, and proves that MIFF films really are ‘Films that stay with you’. McCann once again partnered with production company AIRBAG for the campaign.
McCann Melbourne executive creative director Matt Lawson said, “Keith Gove was a godsend. Not only did he produce a stellar performance, having never acted before, he was also not put off when we asked him to direct for the first time, from memory, and play every role.
“With brilliant director Stephen McCallum’s two-week master class in film, and a steady guiding hand, he produced something truly unoriginal.”
Keith Gove added, “As a boy from Frankston, MIFF was always my window to another world. For me the challenge was trying to pull the pieces of my memory together, so long after seeing the film. I’m just hopeful I haven’t ruined the memory of Takashi’s masterpiece for others.”
In addition to the online film, the campaign includes cinema, out-of-home, a movie trailer and social media.
For a sneak peek of the films on show at 65th MIFF Festival, and to book your future memories, visit miff.com.au.
CREDITS– ‘Films that stay with you’
Campaign – McCann Melbourne
Managing Director: Adrian Mills
Chief Creative Officer: Patrick Baron
Executive Creative Director: Matthew Lawson
Senior Copywriter: Charles Baylis
Copywriter: Chesney Payet
Art Director: Corey Thorn
Head of Broadcast: Victoria Conners
Producer: Simone Greentree
Social Director: Chris Baker
Account Director: Alex Haigh
Senior Account Manager: Emma van den Berg
Illustration – Big Photographic Ltd
Illustrator: Adrian Johnson
Producer: Alastair Coe
Festival Trailer – The Trace House
Editors: Terence Race & Chris Brown
Music – Electric Dreams
Composer: Pascal Babare
Producer: Dannielle Thiris
Online content, ‘Films that stay with you’ – AIRBAG
Managing Partner: Adrian Bosich
Director: Stephen McCallum
Producer: Johanna Rayner
Co-Director/Talent: Keith Gove
DOP: Adam Howden
Editor: Graeme Pereira
Online Editor: Nick Wright
Colourist: CJ Dobson
Sound and Music
Sound Designer: Paul Shanahan
Music Composer: Paul Ruske
Audio Post Producer: Laura Hesse
Radio – Triple R
Production: Triple R