Melbourne Writers Festival Wi-Fiction

The Melbourne Writers Festival 2011 Wi-Fiction campaign has won two Yellow Pencils at the D&AD Awards, for Mobile Campaigns & Mobile Advertising, and Writing for Mobile Marketing. WiFi networks were used to bring short stories to the mobile devices of visitors to Federation Square in the heart of Melbourne. Six Wi-Fiction WIFi channels, including Melb Writers Festival and Stories Unbound, made it possible for members of the public to browse through a range of online stories. The first four channels told their own stories: “Ugly duckling Gets beak-job. Snares rich Mallard”, “Grandmother Drops bombshell. Held as Terrorist”, “Fallen Angel Gets Compo. Heaven Gets Safety Fence”, “Dragon Slayer pursued by Animal Rights Activists”. “Love was Blind. Acquired Glasses. Love Preferred. Soft Focus.”

Wi-Fiction Love Was Blind


Wi-Fiction Fallen Angel

The Wi-Fiction channels were powered by the Router Writer, a box full of wireless routers placed at the epicentre of the week-long festival at Federation Square Atrium.

Wi-Fiction Router Writer

Click on the image below to play the Wi_Fiction Case Study video in YouTube (HD)

The Stories Unbound theme was carried over in a cinema commercial, aired on the large screen in Federation Square. Click on the image below to play the Stories Unbound Cinema Ad in YouTube (HD)

Credits

The Wi-Fiction campaign was developed at JWT Melbourne by executive creative director Richard Muntz, creative director/copywriter Jim Ritchie, copywriter Deborah Frenkel, planner Anuj Mehra, account director Prue Tehan, account managers James Wright and Melissa Benavides.

The Stories Unbound cinema commercial was developed at JWT Melbourne by executive creative director Richard Muntz, creative director Jim Ritchie, creative director Keith Nicolas, copywriter Scott Glennon, agency producer Sherry Cheesman.

Filming for the Stories Unbound ad was produced at Gods & Monsters by director Barney Howells, director of photography Katie Milwright. Post production was done at MRPPP and Front of House.