EVERYONE’S A CRITIC – CHINATOWN by Ogilvy & Mather Melbourne for Melbourne International Film Festival (MIFF)

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EVERYONE’S A CRITIC – CHINATOWN

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Industry Shows, Events & Festivals
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Australia
Agency Ogilvy & Mather Melbourne
Executive Creative Director Michael Knox
Art Director Justin Nagorcka
Copywriter Darren Winter
Released July 2009

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: MELBOURNE INTERNATIONAL FILM FESTIVAL
Product/Service: FILM FESTIVAL
Agency: BADJAR OGILVY
Executive Creative Director: Michael Knox
Copywriter: Darren Winter
Art Director: Justin Nagorcka
Account Manager: Matthew Rose
Date of First Appearance: Jul 31 2009 12:00AM
Entrant Company: BADJAR OGILVY, Melbourne, AUSTRALIA

Description of Ambient execution
Chinese nationals hacked into the Melbourne International Film Festival’s website. To take advantage of the controversy we hijacked our own posters by placing seemingly slanderous Chinese slogans over the top. The actual translation of these slogans was the festival’s tagline ‘Everyone’s a Critic’. We then erected a giant ‘Everyone’s a Critic’ tomato splattered billboard in Chinatown. Tomatoes with ‘everyone’s a critic’ stickers were also placed in nearby markets and a stunt was performed where people could hurl these tomatoes at a billboard.