Twists & Turns

For the 2014 Melbourne Writers’ Festival, we turned our UNESCO City of Literature into literature. Literally.

Challenge:
The Melbourne Writers Festival was seen as boring and bookish. We needed to re-vitalise it.
Idea:
We created an app that turned Melbourne’s maze of streets and alley ways into an interactive story, where the plot twisted with every street you turned down.
Wins:
Melbourne Writers Festival surpassed 2014 ticket sales goals with over 52,000 attendees.
The app won 2014 AdFest Bronze for Interactive.
Art Director: Chris Hince
Copywriter: Andy Segal
ECD: Richard Muntz
2014
Category: ALL PROJECTS, CASESTUDY
Client: MELBOURNE WRITERS FESTIVAL