JWT helps stories meet for the Melbourne Writers Festival

There’s a trend in advertising — I don’t know what it’s called, but let’s say it’s “narrative typography” — that’s been going on for a few years now. You know the one, where the visuals in the ad consist of a typographic representation of every single word spoken in the voiceover. They’re very cool to look at, but don’t often appear to be relevant to the product or service being advertised.

Here comes along a 45 second cinema spot for the Melbourne Writers Festival that uses that technique, only this time it actually fits perfectly with the client — after all, it’s a festival of the written word in all sorts of genres.

The ad, created by JWT Melbourne, not only uses all sorts of really cool typography, but according to Campaign Brief, the voiceovers are performed by some of the featured writers at the festival. 

CREDITS

Executive Creative Director: Richard Muntz
Copywriter: Chris Andrews
Art Directors: Harsh Kapadia and James Orr
Agency Producers: Sherry Cheesman and Justine Kubale
Sound: Stevo Williams @ Flagstaff Studios
Production Company: Mighty Nice