Awards > Winners

Client	MELBOURNE WRITERS FESTIVAL
Product	2010 MELBOURNE WRITERS FESTIVAL
Entrant	JWT Melbourne , AUSTRALIA
Type of Entry	Use of Direct
Category	Company Literature
Title	STORIES FROM THE STREET
Product/Service	2010 MELBOURNE WRITERS FESTIVAL
Entrant Company:	JWT Melbourne, AUSTRALIA
DM/Advertising Agency:	JWT Melbourne, AUSTRALIA
Credits

Name	Company	Position
Juliette Kringas	Melbourne Writers Festival	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
Anuj Mehra	JWT Melbourne	Planner
Miryana Velanovski	JWT Melbourne	Agency Producer

Describe the brief from the client:

The challenge faced was the perception that Melbourne Writers Festival is an academic, dull and boring gathering for writers only. We were tasked with creating anticipation for Melbourne Writers Festival by romancing the power of the written word to attract the festival's core target audience of young, ambitious professionals aged between 25-40.

Creative Execution:

We created an interactive story book using the everyday streets of Melbourne to create the stories, which brought the festival to life between venues. Reinforced the campaign idea 'Stories From Every Angle'.

Describe the creative solution to the brief/objective.

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

Describe the results in as much detail as possible.

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.