BWM gets ‘personal’ in new integrated campaign to promote 2012 Sydney Writers’ Festival in May

Belgiovane Williams Mackay has brought to life the “personal” theme of the 2012 Sydney Writers’ Festival in a new campaign that highlights the collapsing boundaries between public and private lives.

The multi-platform campaign includes TV, the program guide in The Sydney Morning Herald, print, posters, Avant Card Mini-Mags, the return of the successful iPhone app (developed by The Nest in conjunction with BWM) and installations in bars around Sydney’s CBD that will amplify private conversations into the public domain.

The question of what is personal has long preoccupied writers and has been the focus of much fiction as well as memoir, and the festival’s authors will explore the blurring of the lines around “what is personal?” particularly within the context of social media.

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Says BWM creative director,  Rocky Ranallo: “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.”

The campaign will run until the end of Sydney Writers’ Festival which will be held 14- 20 May 2012. swf.org.au

Rocky Ranallo – Creative Director

The Nest – Digital Design