The Byron Bay Writers Festival, wanted to drive online traffic to their webpage. They needed a cost effective idea that captured the festival’s passion for words and inspired people with a love of writing. So we turned the humble hyperlink into ads that promoted the festival program. The links were sent out to the Festival’s database and posted on facebook and twitter. Quickly, writers started sending them out as you would with an ordinary link, but it wasn’t an ordinary link… it was poetry in motion.