Melbourne Writers Festival - Democratising Literature

This campaign promoted the Melbourne Writers' Festival (MWF). JWT Melbourne tried to "democratize" the event, breaking it out of its "elite and distant" status by building bridges between high-brow and low-brow books.

Melbourne Writers Festival – Democratising Literature

Anuj Mehra


Planning was entrusted with the job of getting more people to attend the annual Melbourne Writers Festival (MWF). Instead, Planning envisioned a future for the Writers Festival that was more than an aloof, highbrow congregation of writers.

The Melbourne Writers festival would enable the democratization of literature.

It would destroy the barriers to entry into the elite and distant world of writers and writings. In stories and storytelling, Planning found common ground between the highbrow world of literary writers and the humble but pleasurable world of tram page-turners. The Melbourne Writers...

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