Book Burning Party by Leo Burnett Detroit for Troy Public Library

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Book Burning Party

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Industry Book store
Media Digital, Interactive & Mobile
Market United States
Agency Leo Burnett Detroit
Released June 2012

Awards

Epica Awards 2012
Interactive Public Interest Interactive Silver

Credits & Description

URL: http://bookburningparty.com/epica
Agency (city): Leo Burnett Detroit
Creative Director(s): Peter McHugh, Glen Hilzinger, Bob Veasey
Copywriter(s): Glen Hilzinger, Rob Thiemann, Mike Davis
Art Director(s): Bob Veasey, Derek Tent
Agency Producer(s): Jennie Hochthanner
Creative Technologist: John McClaire
Creative Service Diretor: Tony Booth

Description
Troy, Michigan couldn’t afford to sustain its library, so it scheduled a vote for a tax increase. A strong anti-tax group waged a dominating campaign against it. Using reverse psychology, we posed as a political group and posted signs around town that said, “Vote to close Troy Library Aug 2, book burning party Aug 5.” We invited everyone to our Facebook page, adding Twitter, Foursquare, want ads, flyers and more to drive engagement. The campaign became international news as outcry over the idea of burning the library’s books drowned out the opposition and galvanized support for the library - which won by a landslide.