At film festivals the harshest
critics aren't sitting on the judging panel or writing reviews for the local
newspaper - they're sitting in the audience, and they'll passionately tell
anyone around them EXACTLY what they think of the film.
This simple observation
inspired BADJAR Ogilvy's funny and provocative campaign for The Melbourne
International Film Festival: "Everyone's a Critic".
The campaign depicts various
'critics' debating the highs and lows of various films. These critics include a
sexually repressed Astronaut, two 'Emos' debating the benefits of sitting in
big dark rooms, and a wrestler who hated the plot so much that he put himself
in a sleeper hold.
To support the commercials,
billboards were erected around town, inviting (willing) punters to throw
tomatoes at them. When China protested against the showing of a film, this was
an opportunity for more guerilla tactics, with "Everyone's a Critic" plastered
over the top of the existing Chinese posters.
The campaign was a PR dream and featured on "Best Ads on TV" in its first week
on air. And more importantly, ticket sales are up 12%, with more sold out shows
than ever before.