Haunted House Hijinks in JWT's Melbourne Writers Festival Campaign

This August, Melbourne will live up to its title as a ‘City of Literature’, as Melbourne Writers Festival fills the streets and alleyways with incredible stories in a uniquely innovative way. 

Melbourne Writers Festival has, with JWT, developed a unique storytelling app – ‘Twists and Turns’ – which will turn Festival-goers into the hero of their own choose-their-own-adventure stories. 

Starting at Melbourne Town Hall, Festival-goers will be able to listen to a story through their iPhones which will ‘twist and turn’ with each street they choose to walk down, combining traditional storytelling with high-tech geo-location beacons to create a unique literary experience. 

‘Twists and Turns’ features exclusive stories written by Melbourne Writers Festival authors Nic Low, Leanne Hall and Liam Pieper, and narrated by well-known Australian actors John Wood, Noni Hazlehurst, John Flaus and Richard Piper. 

‘Twists and Turns’ will formally launch with a cinema advertisement which aims to inspire viewers to imagine their own ending to the story of a father and daughter who has been mysteriously bequeathed a haunted mansion. A further two versions of the cinema ad will appear on YouTube, inviting viewers to use their curious minds and choose the ending to the ghostly story. The campaign is supported by collateral including posters and signage plus website, online and press advertising.

Richard Muntz, Executive Creative Director of JWT Melbourne, said that while Melbourne Writers Festival already has a loyal following among literary devotees, it was important to broaden its appeal and showcase the Festival as a destination for everyone.  

“Melbourne Writers Festival is not an age or lifestyle thing; it’s about human curiosity and it’s for readers, writers and thinkers,” explained Muntz.  

“This year’s creative strategy takes storytelling to a new level and is aimed at people of all ages, from students to professionals, families, the young and the old; everyone with a curious mind.”

“Through the art of storytelling, we are showing just how much there is to the Festival and have stayed true to the Festival’s celebratory, fun-filled and colourful spirit.”

Melbourne Writers Festival runs from August 21 – August 31 2014, with cinema ads appearing across approximately 60 screens between now and August 31. To download the Twists and Turns App search for ‘Twists and Turns’ in the App store (Available mid-August).