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The Brooklyn Film Festival Has Something to Offend Everyone in 25th Edition Campaign

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MullenLowe New York creates choose-your-own-adventure style, tongue-in-cheek HR interactive experience

The Brooklyn Film Festival Has Something to Offend Everyone in 25th Edition Campaign

Brooklyn Film Festival (BFF) has launched its 25th edition, themed 'Unthinkable', with a campaign created by MullenLowe New York (MLNY) that invites people to keep an open mind and consider thoughts, ideas and nuances that don’t align with their own.

At its best, independent cinema invites people to see things from someone else’s perspective and inspires an honest conversation about the world around us. The Brooklyn Film Festival prides itself on never censoring its filmmakers, offering a range of narratives, sensibilities and arguments that explore every aspect of human experience from different points of view. Unfortunately, the fear of offending someone in today’s politically charged climate can lead to self-censorship, making it impossible to have open and honest conversations. 

The campaign is built around the premise that if art’s raw, unadulterated honesty has become offensive, then the Brooklyn Film Festival has something to offend everyone. 

“By never censoring their filmmakers, The Brooklyn Film Festival caters to an audience that appreciates being challenged. As a joke, we thought those people might need help talking about the films they’re about to see with people who might not be as open-minded as they are, so we took inspiration from the interactive HR training videos we are made to watch every year. If they can teach us how to interact with our coworkers without being offensive, surely, they can teach filmgoers how to do the same,” explain Rich Singer and Zack Menna, group creative directors at MLNY. 

In a choose-your-own-adventure style, the tongue-in-cheek HR interactive experience found in sets out to prove that no matter what you do, someone is bound to get offended. 

In out-of-home executions, “Something to Offend Everyone” portrays a series of very annoyed characters expressing their anger at being offended in unexpected ways. “We worked to make every character/scenario as fantastical and provocative as we could while making sure they were also very relatable. There’s a beauty in seeing a true human feeling being expressed by a total nonhuman character,” explained João Paz, head of design at MLNY. 

“We are thrilled to have partnered with the Brooklyn Film Festival. Independent film is an important medium to push the creative community and our society at large forward. The “Something to Offend Everyone” campaign is meant to intrigue, inspire and provoke people to enjoy the growth that comes from reflecting on different points of view,” added Rebekah Pagis, managing director at MullenLowe New York. 

“We hope people see our campaign and have a greater appreciation for what the Brooklyn Film Festival is doing, not only creating a space for independent filmmakers, but also fiercely protecting the spirit of independent art. If it prompts folks to engage with viewpoints outside of the mainstream narratives and motivates them to talk about art and perpetuate those important but often challenging conversations with others around them, we will have done our job,” concluded Hunter Kelly, senior strategist at MullenLowe NY. 

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Client: Brooklyn Film Festival

Executive Director: Marco Ursino

Director of Development: Susan Mackell

Production Manager: Alessandra Cronin

Creative Agency: MullenLowe New York

Executive Creative Director: Ricard Valero

Group Creative Directors: Rich Singer and Zack Menna

ACD, Copy: Alice Burton

Junior Art: Ayanna Wallace

Junior Copy: Christinna Oree

Head of Design: João Paz

Designer: Marcio Doti

Head of Strategy: Jonny Gadd

Brand Strategist: Hunter Kelly

Managing Director: Rebekah Pagis

Group Account Director: Greg Masiakos

SVP, Exec. Dir. of Integrated Production: Lisa Setten

Senior Producer: Jacob Vogt

VP Associate Director, Business Affairs: Maria Rougvie

VP Associate Director, Business Affairs: Vanessa Fazio

Project Manager: Olivia Scala

Production Company: SMUGGLER

Director: Randy Krallman

Executive Producers: Patrick Milling-Smith / Brian Carmody / Jaclyn Larson

Head of Production: Alex Hughes

Producer: Ian Blain

Director of Photography: Jeff Kim

Edit: Friendshop

Editor: Ben Suenaga

Assistant Editor: Claire Mai

Producer: Laura Shackleford

Music, Sound Design, Mix: Yessian

Music Supervision (Film):

Music Supervisor: Jonathan Hecht

Color: Company 3

Conform: Method (Film)

Managing Director: Jesse Kurnit

HOP/EP: Tsiliana Jolson

Colorist: Tim Masick

Color Producer: Kevin Breheny

Flame Lead: Kieran Walsh, Margolit Steiner

Jr. Flame: Mark Popham

Flame assist: Michael DeCaprio

VFX Producer: Gwen Frey

Conform: The Mill

Flame Lead: Patrick Dirks

Managing Director: Anastasia von Rahl

Senior Producer: Dave Wein

Design Studio: FOREAL

Media Agency: MediaHub

Genres: Comedy

Categories: Events, Sports and Leisure

MullenLowe US, Tue, 17 May 2022 07:08:57 GMT