Category

Award

STORIES FROM THE STREET

Gold Spike

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ClientMELBOURNE WRITERS FESTIVAL
Product2010 MELBOURNE WRITERS FESTIVAL
EntrantJWT Melbourne , AUSTRALIA
Type of EntryCorporate or Brand Itendity
CategoryFlyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
TitleSTORIES FROM THE STREET
Product/Service2010 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
Digital House Production Company

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.