Sydney Writers’ Festival ad asks ‘what is personal?’

BWM is behind a campaign for the Sydney Writers’ Festival that plays on the diminishing boundaries between peoples’ public and private lives.

Besides TV, the campaign will run in a program guide in The Sydney Morning Herald, print, posters, Avant Card mini-mags, installations in bars around Sydney’s CBD and the return of an iPhone app, developed by The Nest.

BWM creative director, Rocky Ranallo commented: “This year Sydney Writers’ Festival wanted to explore the clashing of private and public domains in a fresh and engaging way. The adage ‘Did I just say that aloud?’ was a fruitful territory for us that we thought would stimulate conversation and discussion around this key societal shift.”

Sydney Writers’ Festival artistic director, Chip Rolley added: “It’s certain to capture the imagination of Sydneysiders flocking to the festival to explore the line between public and private in the books we read and the lives we lead .Once again, BWM has delivered Sydney Writers’ Festival an engaging, witty, and eye-catching campaign.”


  • Rocky Ranallo – Creative Director
  • Matt Ennis – Art Director
  • Blake Arthur – Copywriter
  • Sophie Bogdan – Account Lead
  • Megan Hales – National Planning Director
  • Melinda Clark – Account Executive
  • Jess Boyd – Producer, BWM
  • Al Morrow – Director, Jungle Boys
  • Chloe Rickard – Producer, Jungle Boys
  • Sound Reservoir – Sound Design
  • Raphael Ruz – Photographer, BILLIEJEANISNOTMYLOVER
  • Jolyon James – Photographer, BILLIEJEANISNOTMYLOVER
  • The Nest – Digital Design

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