42 Below Screens Unique Films at Cannes

01 June, 2009 by

By Rebecca Harris

Kiwi vodka 42 Below had an unusual presence at this year’s Cannes Film Festival, with a screening of 42 films that were each only 42-seconds long. In the first overtly branded content to be screened at the internationally renowned film festival, the vodka had commissioned 42 filmmakers to each produce a film that was 42-seconds in length.

Advertisement

Known as the OneDreamRush project, directors were asked to capture the “essence of how we dream” in just 42 seconds.

“We live in a world where cultural exchange spreads faster, and with a lot less resistance, than military or economic invasion,” said OneDreamRush creative director and curator Rajan Mehta. “The idea was to leverage that exchange to produce something truly unique.”

Stand-out directors involved in the project include Sean Lennon, David Lynch and Kenneth Anger.

Following the screening at The Palais Theatre, 42 Below held a lavish after-party, complete with specially-created cocktails and Morris dancing, a type of English folk dance.
 
“We just wanted to be able to say we threw a party at Cannes,” said 42 Below global managing director Paul Dibbayawan.