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McCANN Australia Truth Well Told

Directed From Memory

Adfest | Adstars | WARC

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Truth

Melbourne International Film Festival (MIFF) showcases films that leave
a lasting impression - Films That Stay With You.  
For the 65th anniversary of the festival, we decided to prove this insight by asking a fan to recreate their favourite film, completely from memory. 

Using social media we selected one fan to write, direct, and act in his own recreation of a film he saw at the festival once 15 years ago. 

His journey through pre-production created content that was followed in real time, and every step of the way, viewers were encouraged to book their tickets to this year’s festival.

Transformation

The film premiered online, and simultaneously at the festival’s opening night to a crowd of celebrity actors, directors and stars. The result was a user-generated film that demonstrated the power of MIFF films, and got a new audience of fans booking festival tickets to create their own future memories. In doing so, this user generated content created a new genre of film – the Remembered Remake. The user-generated content launched at the opening night, and online

Results

6.9% INCREASE IN TICKET SALES

7.3% INCREASE IN MEMBERSHIP SALES

THE MOST SUCCESSFUL  YEAR TO DATE

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