JWT Melbourne has transformed voice data from the hate speech of Cory Bernardi and Pauline Hanson into a film for the Melbourne Queer Film Festival.
J Walter Thompson has released a campaign that aims to bring people together with a visual celebration of colour for the Melbourne Queer Film Festival (MQFF).
Using voice data from the hate speech of Cory Bernardi and Pauline Hanson, the campaign takes negative messages and turns them into art, telling a visual story of strength and love.
It aims to turn the tables on hostile and conservative political agenda to demonstrate MQFF’s ability to overpower hate with inclusive stories.
MQFF executive director Dillan Golightly says: “JWT’s cinema trailer for this year really drives home the transformative power of queer cinema and MQFF. Taking homophobic and transphobic comments from politicians and turning them into a beautiful piece of animation is a great expression of resistance and hope.”
To create the spot, JWT called on the talents of Berlin 3D designer Bernd Marbach, who isolated a number of pieces of speech from both Bernardi and Hanson and built a data profile from them that became the basis for the animation.
He then set to work with J Walter Thompson Melbourne to find the perfect visual style to represent the soundbites in a way that overcame their hateful content with something strong, colourful and beautiful.
The campaign’s tagline is further representation of this concept: When the agenda is to divide, we need stories that unite.
JWT ECD Kieran Antill says: “This is a simple idea told powerfully and frames the reason why festivals like MQFF are so important – so if you are in Melbourne attend and if you aren’t in Melbourne, Jetstar.com”
Credits
Executive Creative Director: Kieran Antill
Creative Directors: Jim Walsh, Jess Lilley, Annie Price
Account Director: Jacob Hewitt
Account Manager: Patricia Tucker
Agency Producer: Stephanie McDonald
Agency Editor: Dave Wade
Agency Designer: Scott Butler
Agency Senior Artworker: James Ayling
Visual Production Partner: Onformative
3D Motion Artist: Bernd Marbach
Sound Partner: Electric Dreams Studios
Sound Design: Cornel Wilczek
