Creative in association withGear Seven
Campaign from MullenLowe Brilliantly Rewrites Classic Literature Titles
Advertising Agency
London, UK
Agency develops fun digital and print ads for the Winston Fletcher Fiction Prize

Ahead of the upcoming Winston Fletcher Fiction Prize, an annual competition open to those working in advertising and marketing, MullenLowe London has created a striking out of home (OOH) campaign to drum up awareness.

The campaign gives alternative titles to some of the world’s greatest novels, with the tagline ‘Great stories aren’t told in headlines’. The rewritten titles include ‘Communist Pigs. Literally Communist Pigs’ in place of Orwell’s Animal Farm, and ‘Dudes Cross World to Throw Ring in Volcano’ for Tolkien’s The Lord of the Rings.

The posters invite the next great fiction writers from the advertising industry to submit their works of fiction, up to 4,000 words. The winner will receive a cash prize of £2,000 awarded by a jury chaired by author, philanthropist and founder of Waterstones Sir Tim Waterstone.

The campaign will run from today in digital and traditional OOH until 24th February.

The Winston Fletcher Fiction Prize was created in memory of one of advertising’s greats, the late Winston Fletcher (1937 – 2012), who was also a prolific writer. Its purpose is to encourage and recognise great writing amongst the advertising and marketing community.

Some of history’s greatest writers such as F. Scott Fitzgerald and Joseph Heller, author of Catch-22, started their careers in advertising copywriting for household brands, before penning some of the world’s literary classics.

Entries are open until 17th March and applicants are invited to submit their entries here. The winner will be announced in May.

Agency / Creative