Book-burning party to save library!
Due to a lack of funds Troy Public Library in Michigan looked set to close.
After years of tireless campaigning to save the much loved local landmark the fate of the library fell to a vote on a tax increase. If residents were to say yes to higher tax then the library would be saved. Yet, the suggestion of a tax increase turned the focus away from the books and to anti-tax politics. Leo Burnett Detroit came up with this interesting campaign that switched the focus back by creating a fictitious group who appeared to be organining a book-burning event to celebrate the closure of the library. At the suggestion of this people were outraged and it sparked coversations across the city, across the state and even internationally. Watch the video below to see the result!
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.