2012 Results

CAT 25 - Social Networks (BC)


Leo Burnett Detroit (UNITED STATES)

Troy Public Library, "Book Burning Party"25-01035-BC

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 Services Director: Tony Booth


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.