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Troy Public Library
Book Burning Party

RAN IN: United States

CLIENT
Troy Public Library

AGENCY
Leo Burnett/Arc Worldwide Detroit *Lead Agency

Peter McHugh - EVP, WW Exective Creative Director
Tony Booth - SVP, Creative Operations Director
Mike Davis - Copywriter
Glen Hilzinger - SVP, Creative Director
Don Peasley - VP, Account Director
John McClaire - Creative Technologist
Derek Tent - Intern
Rob Thiemann - Copywriter
Jennifer Samra - Sr. Client Project Manager
Bob Veasey - SVP, Creative Director


SUMMARY

Troy Public Library would close for good unless voters approved a tax increase. With little money, six weeks until the election, facing a well-organized anti-tax group whod managed to get two previous library-saving tax increases to fail, we had to be bold. We posed as a clandestine group who urged people to vote to close the library so they could have a book burning party. Public outcry over the idea drowned out the anti-tax opposition and created a ground swell of support for the library, which won by a landslide.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, Print, PR, Guerrilla

Audience: Brand Influencers

Objectives: Government and social aims

Type: Business to Consumer

Classification: Local

Language: English