McCann Creates Six ‘Unwritten Reviews’ For Melbourne International Film Festival

McCann Creates Six ‘Unwritten Reviews’ For Melbourne International Film Festival

Creative agency McCann Melbourne has collaborated with local artists to ignite the senses at the Melbourne International Film Festival (MIFF).

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 MIFF’s 2018 program. They were then tasked with crafting a bespoke review in their respective mediums inspired by their viewing experience.

Patrick Baron, chief creative officer at McCann Melbourne, said: “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.”

Andrew Woodhead, creative director at McCann Melbourne, said: “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.”

Shelley King, marketing and communications manager for MIFF, said: “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.”

The reviews can be experienced online or experienced first-hand at locations around Melbourne in the lead-up to and during the festival.


Client: Melbourne International Film Festival

Creative agency: McCann Melbourne

Chief creative officer: Patrick Baron

Executive creative director: Nicole Mandile

Group account director: Charlie McDevitt

Account director: Emma Van Den Berg

Senior account manager: Meg Andrews

Account executive: Leighton Howindt

Creative director: Andrew Woodhead

Art director: Max Kennedy

Copywriters: Tom Medalia and Aaron Bethune

Designer: Edward Stroud

Producer: Melina Flood

Senior editor: Oliver Knocker

Production company: Airbag

Director: Will Horne

Producer: Nick Venn

Head Of production: Martin Box

Managing partner: Adrian Bosich


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McCann McCann Melbourne Melbourne International Film Festival MIFF Unwritten Reviews

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