Design > Graphic Design & Design Crafts

STORIES FROM THE STREET

JWT, Melbourne / MELBOURNE WRITERS FESTIVAL / 2011

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
Presentation Image

Overview

Credits

Overview

BriefExplanation

Create anticipation for the Melbourne Writers Festival by romancing the power of the written word and appeal to a wider audience.

ClientBriefOrObjective

Faced with the challenge of people's 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.

Effectiveness

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.

Execution

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.

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STORIES FROM THE STREET

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MELBOURNE WRITERS FESTIVAL, JWT

(opens in a new tab)