The Emotional Trailer – APPIES Asia Pacific 2016 Gold Winner

the emotional trailer appies apac 2016 mccann

With “The Emotional Trailer” McCann Worldgroup struck gold yet again at the APPIES Asia Pacific 2016, this time from Melbourne.

This was another great example of achieving success through connecting and engaging with the audience.

Campaign Synopsis

MIFF is a foreign language film festival. Due to the increasing mainstream cinema production combined with a highly competitive cultural environment MIFF was struggling to maintain its relevance and growing its audience.

MIFF needed to find a better way to connect with our audience. This connection had to transcend language barriers and engage with the audience on a more visceral level.

With the Emotional Trailer, McCann Melbourne created a way for MIFF to collect emotional data, that in-turn created a new emotional script for each film.

This activation content was then used to generate interest in films that are otherwise, very hard to sell.

In doing so, MIFF had achieved record sales.


Agency: McCann Melbourne

Adrian Mills – Managing Director

Pat Baron – Executive Creative Director

Andy Jones – Creative Director

Caroline Macmillan – Group Account Director

Client: Melbourne International Film Festival

Lauren Zoric – Marketing and Communications Manager

Presenter: Jessica Davey, Chief Marketing Officer APAC, McCann Worldgroup

appies asia pacific

APPIES Asia Pacific 2022 will be hosted by Malaysia!

APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.

Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!

For more details visit

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