Sydney Writers’ Festival campaign pushes the power of words

BWM has created a campaign for the Sydney Writers’ Festival that dramatises the power of the written word.

The TV spot will be supported by a guide in The Sydney Morning Herald, print, posters and Avant Card Mini Mags. The concept has also been rolled out on the festival website and includes an iPhone app.

The campaign strategy, according to BWM executive planning director Jamie Mackay, was to appeal to a broad audience, including younger people who are unaware of the contemporary nature of Sydney Writers’ Festival content.

The campaign, which launched on 31 March, will run until the end of the festival, to be held from 16 – 22 May.


  • Agency: Belgiovane Williams Mackay
  • Account lead: Sophie Bogdan
  • Strategic planner: Sarah McDonald
  • Copywriter: Daniel Barrett
  • Art director: Matt Ennis
  • Illustration and animation: XYZ
  • Music and sound design: Nylon

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