|Client||MELBOURNE WRITERS FESTIVAL|
|Category||A03. 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|
||Executive Creative Director
||Deputy Creative Director
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