STORIES FROM THE STREET
|Client||MELBOURNE WRITERS FESTIVAL|
|Product||2010 MELBOURNE WRITERS FESTIVAL|
|Entrant||JWT Melbourne , AUSTRALIA|
|Type of Entry||Use of Direct |
|Title||STORIES FROM THE STREET|
|Product/Service||2010 MELBOURNE WRITERS FESTIVAL |
|Entrant Company:||JWT Melbourne, AUSTRALIA|
|DM/Advertising Agency:||JWT Melbourne, AUSTRALIA|
||Melbourne Writers Festival
||Executive Creative Director
||Deputy Creative Director
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.
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