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Direct Marketing – Consumer
Entrant: JWT, Melbourne
2010 Melbourne Writers Festival
"Stories from the Street"
Corporate Name of Client: Melbourne Writers Festival
Client Account Director: Juliette Kringas
Agency Account Directors: Prue Tehan/Melissa Benavides
Agency: JWT, Melbourne
Design Company: JWT, Melbourne
Executive Creative Director: Richard Muntz
Associate Creative Director: Keith Nicolas
Copywriters: Hannah Smit/Scott Glennon
Art Directors: Hannah Smit/Keith Nicolas

Basic description of the project:
Faced with the challenge of people’s perception that the Melbourne Writers Festival is a dull and boring gathering created for writers only, we needed to inject interest in the festival by thinking from a different perspective to attract the target audience of young and 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.

LIA 2011©

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