|Title||STORIES FROM THE STREET|
|Brand||MELBOURNE WRITERS FESTIVAL|
|Product / Service||2010 MELBOURNE WRITERS FESTIVAL|
|Category||A03. Company Literature|
|Entrant||JWT Melbourne , AUSTRALIA|
|Entrant Company:||JWT Melbourne, AUSTRALIA|
|DM/Advertising Agency:||JWT Melbourne, AUSTRALIA|
|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|
|Digital House||Production Company|
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'.
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.
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.