What"s with the Chihuahua? by J. Walter Thompson Melbourne for Melbourne Writers' Festival

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What"s with the Chihuahua?

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Agency J. Walter Thompson Melbourne
Director Barney Howells
Executive Creative Director Richard Muntz
Art Director Keith Nicolas
Copywriter Scott Glennon, Jim Ritchie
Producer Luke Coulson
Account Supervisor Prue Tehan
Editor Jon Holmes - Tide Edit
Released April 2012

Awards

AD STARS 2012
TV/Cinema Finance/Services Crystal

Credits & Description

Category: Entertainment & Leisure
Advertiser: MELBOURNE WRITERS FESTIVAL
Product/Service: 2011 MELBOURNE WRITERS FESTIVAL
Agency: JWT
Production Company: GODS & MONSTERS, Melbourne, AUSTRALIA
Executive Creative Director: Richard Muntz
Creative Director: Jim Ritchie
Copywriter: Jim Ritchie And Scott Glennon
Art Director: Keith Nicolas
Agency Producer: Sherry Cheesman
Account Supervisor: Prue Tehan
Advertiser's Supervisor: Juliette Kringas
Producer: Luke Coulson
Director: Barney Howells
Editor: Jon Holmes
Sound Design/Arrangement: Phil Kenihan - Front Of House
Post Production: Mike Reeds Mrppp
Account Manager: James Wright And Melissa Benavides
Planner: Anuj Mehra
Director Of Photography: Kate Milwright
EditingCompany: Tide Edit
Account Manager: James Wright And Melissa Benavides
Planner: Anuj Mehra
Director Of Photography: Kate Milwright
Editing Company: Tide Edit

English Description
Every year hundreds of writers and thousands of visitors attend the Melbourne Writers Festival. The festival has grown year on year, but it struggles to shake off its stereotypically literary image of being stuffy and academic. ‘What’s with the Chihuahua’ was written with two aims, to bring to life this year’s theme of ‘Stories Unbound’, but more importantly to make the festival appear contemporary and relevant to a broader, younger audience. In the spot a ringing phone calls the writer away from her work. As she leaves her desk we fade from the words she’s left on screen and into the reality of the story, where we see a man with a Chihuahua holding another man at gunpoint. The absence of the writer gives the characters an opportunity to give a live critique of sorts to the writer’s work in progress, and ask the important question, “what’s with the Chihuahua?”