| Title | STORIES UNBOUND |
| Brand | MELBOURNE WRITERS FESTIVAL |
| Product / Service | 2011 MELBOURNE WRITERS FESTIVAL |
| Category | D01. Integrated Digital Campaign |
| Entrant | JWT Melbourne , AUSTRALIA |
| Entrant Company: | JWT Melbourne, AUSTRALIA |
| Advertising/Web Design Agency: | JWT Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Richard Muntz | Jwt Melbourne | Executive Creative Director |
| Jim Ritchie | Jwt Melbourne | Creative Director/Copywriter |
| Deborah Frenkel | Jwt Melbourne | Copywriter |
| Harsh Kapadia | Jwt Melbourne | Creative |
| David Johnson | Jwt Melbourne | Senior Web Developer |
| Patrick Cheah | Jwt Melbourne | Digital Designer |
| Travis Mckeag | Jwt Melbourne | Digital Designer |
| Chris Evans | Jwt Melbourne | Web Developer |
| Daniel King | Jwt Melbourne | Director Of Digital |
| Josie Brown | Jwt Melbourne | Director Of Digital |
| Prue Tehan | Jwt Melbourne | Senior Account Director |
| Joanna Hardy | Jwt Melbourne | Senior Account Director |
| Melissa Benavides | Jwt Melbourne | Account Manager |
| James Wright | Jwt Melbourne | Account Manager |
| Anuj Mehra | Jwt Melbourne | Planner |
| Elizabeth Fell | Jwt Melbourne | Digital Producer |
| Mark Butt | Jwt Melbourne | Digital Producer |
| Kate Harper | Jwt Melbourne | Digital Producer |
| Andy Lee | Jwt Melbourne | Digital Producer |
| App Cast | Iphone App Development |
The Melbourne Writers Festival struggled to overcome its traditional literary image of being stuffy and academic. Plenty of otherwise culturally-engaged Melburnians assumed it had nothing to offer them. We needed to show our core audience of young, ambitious professionals that the Festival existed in their world. Cue the 2011 festival theme, ‘Stories Unbound’. Inspired by the notion that ‘the universe is made of stories not atoms’, it explores the idea that stories exist everywhere and can come from everyone and anyone. We brought the theme to life using three distinct digital platforms. WiFiction, the Stories Unbound App and www.storiesunbound.com.