| Title | STORIES FROM THE STREET |
| Brand | MELBOURNE WRITERS FESTIVAL |
| Product / Service | 2010 MELBOURNE WRITERS FESTIVAL |
| Category | A03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
| Entrant | JWT Melbourne , AUSTRALIA |
| Entrant Company: | JWT Melbourne, AUSTRALIA |
| Design/Advertising Agency: | JWT Melbourne, AUSTRALIA |
| 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 |
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.
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.
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.
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.