Create anticipation for the Melbourne Writers Festival by romancing the power of the written word and appeal to a wider audience.

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.

As a result of the Stories From Every Angle campaign, the festival enjoyed an attendance increase of over 50,000 people and pre-sales that rose from $11,000 in 2009, to $110,000 in 2010.