Melbourne International Film Festival
Melbourne International Film Festival
Issue 37 | March 2016
Agency
McCann Melbourne
Creative Team
Pat Baron, Andy Jones
Production Team
Airbag Productions Executive Producer: Rob Stock Head of Production or Visual Effects: Steven Nicholson Producer: Eliza D'Souza
Other Credits
Adrian Mills, Caroline Macmillan, Victoria Conners
Date
July 2015
Background
MIFF was a Melbourne institution with intense equity with discerning film goers. The challenges were many, to engage the audience with films on a deeper level and broaden the appeal of the festival to a larger group of Melbournians. Importantly with Melbourne being a city full of cultural festivals, how do you differentiate yet another festival, and in particular one with the core offering being a suite of unknown films.
Idea
The truth is film enriches your soul and expands your mind. Film has a power like no other to transport you, move you and change the way you feel. For the launch of MIFF 2015, the idea was for people to mindfully discover these emotions and responses to the power of film before they saw it. The MIFF Emotion Simulator was created at the iconic Forum theatre, where people were hooked up to electrodes and could experience the emotions of an entire film in less than a minute, helping them to select the films they wanted to see throughout the festival. Alongside a wider campaign centred on the 6 key human emotions, the Emotion Simulator transformed the way traditional trailers are viewed forever.
Results
The 64th year of the festival saw the highest ever-sales results in history with a 4.5% increase above 2014
Sessions for the Emotion Simulator sold out instantly and drove an increase in traffic to the website with 13.5% more unique views.