We found film fans through social media to remake films they had seen at the Melbourne International Film Festival once, 16 years ago – completely from memory.

The winners were invited to record their favourites scenes as short radio plays, where they would write, direct and star in their own remembered remake.

This radio plays proved that the films at Melbourne International Film Festivals really do stay with you and then prompted the listener to book tickets to this years festival to start making their own future memories.

The campaign launched with EDMs and social posts to the festival's existing fan base. To reinvigorate their interest in the festival we asked them for their favourite film memories from previous festivals. We launched a social promotion that invited people to submit their memories for a chance to have them turned into radio plays. The winners would be given a chance to write, star in and record their plays.

These were then broadcast in the build up to the festival to create awareness and generate pre-sales and again to drive sales once the festival was underway.

During the campaign over 22,000 film fans responded, sharing their memories online, making 2016 the most successful year in the festival's history. As a direct result of the campaign Made From Memory 500,421 tickets were sold, a 7% increase from the previous year.