To promote the 65th MIFF, the festival and McCann Melbourne have helped one fan recreate his memories of a film he watched at the festival 16 years ago.
The resulting short film, directed entirely by MIFF member Keith Gove, who is also the sole star in the film, depicts a personal rendition of Takashi Miike’s Audition, as remembered by Gove since he watched the film once back in 2000.
Gove said “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.
Campaign Asia-Pacific’s comments: ‘Directed From Memory’ is a great idea to get across the focal point of the campaign, which is that MIFF films are ‘films that stay with you’.
McCann and MIFF have found the element of enjoyment that comes from the act of reminiscence, which brings to the forefront the magic of memories and how big of an impact something we enjoyed in the past can have on us—so much so that we still remember things frame-for-frame in the present.
The opportunity that the campaign provides for fans like Gove, to work alongside professional directors to learn how to direct, style, edit and produce films, is an experience I wish I had the chance to have.
And it’s a shame that the film wasn’t longer, and that ‘Directed From Memory’ wasn’t turned into a series of short films showcasing more fan interpretations of favourite films. It would have been interesting to see what scenes made a lasting impact on people, and how differently they might have directed films from a variety of genres.
McCann Melbourne just won multiple awards at Cannes for last year's MIFF campaign, 'The emotional simulator'. In this interview from Cannes 2016, ECD Pat Baron and MD Adrian Mills discuss that campaign and the use of tech in marketing in general.
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