Design > Corporate or Brand Identity

THE WORLD, IN WORDS

SAATCHI & SAATCHI, Sydney / SYDNEY WRITERS' FESTIVAL / 2009

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Overview

Credits

OVERVIEW

BriefExplanation

The Sydney Writers’ Festival invites writer’s from all over the world. We needed to generate interest and excitement about the Sydney Writers’ Festival and draw a bigger crowd.

ClientBriefOrObjective

The key objective was to create buzz about the Sydney Writers' Festival. The campaign explores the unlimited parallels which literature allows, allowing us to link our world, to the world explored in literature.

Effectiveness

Festival attendance hit over 85,000. This was another record for the festival making it again the 3rd largest writers' festival in the world.

Execution

Each writer invited to the Sydney Writer's Festival brings a distinct part of their culture with them. We decided to photograph book covers from other parts of the world in Sydney by either finding a parallel or making a cultural comment. The campaign ran as Sydney bus shelter posters and in bookstores.

The film accompanies a poster campaign in the same style. We created a trailer and a TV ad for the Sydney Writers' Festival, which was also broadcast online and at the Festivals events.

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