Using an app that interacts with geo-location beacons, visitors will begin listening to a story on their iPhones at Melbourne Town Hall and then "create a unique literary experience" with each street they choose to walk down, according to the agency.
‘Twists and Turns’ features exclusive stories by Melbourne Writers Festival authors Nic Low, Leanne Hall and Liam Pieper, and narrated by Australian actors John Wood, Noni Hazlehurst, John Flaus and Richard Piper.
An interactive online ad (above) and a cinema version are running to spark interest in the festival and the app. The campaign also includes posters and signage plus a website and online and press advertising.
Richard Muntz, executive creative director of JWT Melbourne, indicated that the festival wished to broaden its appeal from its loyal following of literary devotees. “Melbourne Writers Festival is not an age or lifestyle thing," he said. "It’s about human curiosity and it’s for readers, writers and thinkers.”
The festival runs from 21 through 31 August.
The client and agency have a long and fruitful creative history. The 2012 'Wi-Fiction' campaign won a Grand Prix at Spikes, plus a Bronze Lion, and the pair has produced several other entertaining ads that play around with writerly creativity (see below).
Richard Muntz – Executive Creative Director
Gabe Woodmansey – Art Director
Jono Aidney – Copywriter
Andy Segal – Copywriter
Chris Hince – Art Director
Kellie Lennon – Client Service Director
Nikia Shepherd – Senior Account Manager
Bill Louloudakis – Digital Producer
Ander Hernando – Digital Designer
Eyvonne Carfora – TV Producer
Sherry Harvey – TV Producer
Miryana Velanyovski – Print Producer
Leena Van Deventer – Branching Narratives Expert
Tactify – App Developers
Production Company: Guilty Content
Director: Edwin McGill
Producer: Jason Byrne
Casting Agent: Chameleon Casting
Sound Production: Risk Sound
Post Production: The Butchery and Refinery