STORIES FROM THE STREET

Bronze Spike
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TitleSTORIES FROM THE STREET
ClientMELBOURNE WRITERS FESTIVAL
Product / Service2010 MELBOURNE WRITERS FESTIVAL
CategoryC03. Small Scale Special Solutions
EntrantJWT Melbourne , AUSTRALIA
Entrant Company:JWT Melbourne, AUSTRALIA
Advertising Agency:JWT Melbourne, AUSTRALIA

Execution

Tasked to create anticipation for the Melbourne Writers Festival by romancing the power of the written word and faced with the challenge that the Melbourne Writers Festival is perceived as an academic, dull and boring gathering 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 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. By creating an interactive book, festival goers could immerse themselves in the very essence of the festival as they traveled between venues, uncovering hidden stories. Reinforcing the campaign idea 'Stories From Every Angle'. As a result of the St 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.

Credits

Name Position
Richard Muntz Executive Creative Director
Hannah Smit/Scott Glennon Copywriter
Hannah Smit/Keith Nicolas Art Director
Juliette Kringas Advertiser's Supervisor
Miryana Velyanovski Producer
Prue Tehan/Melissa Benavides Account Manager
Anuj Mehra Planner