For the 2014 Melbourne Writers’ Festival, we turned our UNESCO City of Literature into literature. Literally.
The Melbourne Writers Festival was seen as boring and bookish. We needed to re-vitalise it.
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.
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