Awards > Winners

Client	MELBOURNE WRITERS FESTIVAL
Product	2010 MELBOURNE WRITERS FESTIVAL
Entrant	JWT Melbourne , AUSTRALIA
Type of Entry	Corporate or Brand Itendity
Category	Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
Title	STORIES FROM THE STREET
Product/Service	2010 MELBOURNE WRITERS FESTIVAL
Entrant Company:	JWT Melbourne, AUSTRALIA
Design/Advertising Agency:	JWT Melbourne, AUSTRALIA
Credits

Name	Company	Position
Juliette Kringas	JWT Melbourne	Marketing Manager
Richard Muntz	JWT Melbourne	Executive Creative Director
Keith Nicolas	JWT Melbourne	Deputy Creative Director
Hannah Smit	JWT Melbourne	Creative
Scott Glennon	JWT Melbourne	Creative
Prue Tehan	JWT Melbourne	Account Director
Melissa Benavides	JWT Melbourne	Account Manager
Miryana Velyanovski	JWT Melbourne	Agency Producer
Anuj Mehra	JWT Melbourne	Planner

Brief Explanation

Faced with the challenge of peoples perception that the Melbourne Writers Festival is an academic, dull and boring gather created for writers only. We needed to inject interest in the festival offer by thinking from a different perspective to attract the target audience of Young & Ambitious professionals aged between 25 - 40.

Describe the brief from the client:

We were tasked to create anticipation for the Melbourne Writers Festival by romancing the power of the written word and appeal to a wider audience.

Description of how you arrived at the final design:

We saw a perfect opportunity to take the festival to the streets with an interactive book that brings the campaign theme 'STORIES FROM EVERY ANGLE' to life. As every summer the Melbourne Writers Festival consumes the city with over 40,000 people wandering through the CBD between venues.

Indication of how successful the outcome was in the market:

As a result of the Stories From Every Angle campaign, the festival enjoyed an attendance increase of over 50,000 people and pre-sales that rose from $11,000 in 2009, to $110,000 in 2010.