'See another side of film'
The brief was to create something left of field, based on the reputation of MIFF as being a film festival that offers audiences something fresh, challenging and void of Marvel super heroes.
Strategically, I developed the insight and the campaign positioning, 'See another side of film'. The creative pushes this idea in to the concept of actual reviews from another side - film reviews void of traditional writing, instead expressed in various, exciting yet truly alternative art forms.
Launched in the social space, Unwritten Reviews also aired on the big screen during the festival, reminding audience members that a review or a personal response to seeing a film can be as creative and inspiring as the film itself.
Agency: McCann Melbourne