Clemenger BBDO Melbourne gets the message out about Melbourne International Film Festival
Back in June Clemenger BBDO Melbourne launched the 2011 Melbourne International Film Festival (MIFF) with two striking spots for TV and Cinema.
At the time CB featured the humorous 90 second ‘Potato Peelers’ spot (which was generally well received by CB Bloggers), but not the 45 second ‘The Message’ spot – which is set in China.
The ads were directed by Steve Ayson from The Sweet Shop and were filmed in the Western suburbs of Melbourne (The Chinese one at a quarry and the Polish one on a nearby salt mine.) As the patron of MIFF, Geoffrey Rush became involved after reading the original scripts. He loved the idea, so a part for him in the Polish one was written.
The finished ads were posted onto several Youtube channels on Friday 24th June. The following Monday, one of the posts received around 250,000 hits in 24 hours. The rapidity of this spread is remarkable even in viral marketing terms, given that the only media behind it was marketing trade PR. Agency analytics showed that in those first few days, the video had been embedded in 2500 websites/blogs around the world.
The Polish version is currently sitting at 530,000 hits and most of this activity has been in Poland. Most of the 513 comments are in Polish language and are overwhelmingly positive. The ad seems to have sparked an interesting social media conversation around the current state of Polish cinema.
The launch spots were supported by outdoor, print and online banners, featuring a new brand identity also created for MIFF by Clemenger BBDO Melbourne.
Credits
Exec. Creative Director: Ant Keogh
CD/Art Director: Damian Royce
Copywriter: Nick Kelly
Executive Producer: Sonia von Bibra
Strategy Planner: Sam Mackisack
Senior Account Director: Brett Williams
Account Executive: Ruth John
Production Company: The Sweet Shop
Director: Steve Ayson
Executive Producer: Wilf Sweetland
Producer: Edward Pontifex
Cinematographer: Bob Humphreys
Production Designer: Lucinda Thompson
Offline editor: Jack Hutchings – The Butchery
Online editor: Eugene Richards – The Refinery
Colourist: Edel Rafferty – MRPPP
Music/Sound design: Cornel Wilczek, Biddy Conner, Byron Scullin – Electric Dreams
Casting:Fiona Dann – Chameleon Casting
Cast:
Chinese Father: Ferdinand Hoang
Chinese Son: Zohar Hoang
Polish man – Jacek: Jacek Koman
Polish Man – Tomek: Tomek Koman
Polish Man – New Tomek: Geoffrey Rush
17 Comments
That’s awesome!
Hats off boys, I really like em.
boring
Clemenger BBDO Melbourne is overrated
Have my babies Nick.
I think they’re great, especially the Potato Peelers. Well done.
Awesome. That’s some quality TV story telling right there.
Hen hao. Wo xi’ia guanggao.
Fucking love em. Well done Clems.
Hmmm. The potato peelers was really good. The second one was boring.
But way better than what Badjar Ogilvy put out the last few years. Especially last year
I like the pace and how it’s kind of morbid but then the kid digs the knife in at the end. It fits the idea and the direction is first class. Way more sophisticated than last years.
Someone Who Works At Clemenger BBDO and 13 other People Who Work At Clemenger BBDO like the latest work done by Clemenger BBDO.
Does anyone else’s Facebook news feed currently resemble this?
Hey 12:21, while you’re at it, maybe you should go through the other 4 thousand odd likes on YouTube and see if they work there as well.
http://www.youtube.com/watch?v=QupzG_4RaAQ
Actually laughed out loud at the peeler spot.
1:01. I wasn’t purely referencing this spot, just what seems to be a Clemenger directive to get employees to seed every little thing they do.
I wasn’t bagging them, just making a point.
But since you swung your c#*k back in my face: How about the 14 likes the featured spot above has on the MIFF page on You Tube?
And here’s the one comment it has garnered in three weeks:
“Cantonese speaking Mongolian is a bit weird…
yanyanteoh 5 hours ago”
As for the Polish one, which I love, most of the comments seem to be pointing out the mysteriously disappearing suitcase. But I only know that because I can understand Polish.
Enjoy the rest of your Friday.
LIke √
Great work Clems. Keep em coming.