Troy Public Library - "Book Burning Party (120s)" by ANDY Awards 2012
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Troy Public Library - "Book Burning Party (120s)"
This ad is part of the ACT Responsible Collection
- Brand: Troy Public Library
- Country: United States
- Advertiser: Troy Public Library
| Title | Book Burning Party (120s) |
| Agency | Leo Burnett Detroit |
| Campaign | Book Burning Party |
| Advertiser | Troy Public Library |
| Brand | Troy Public Library |
| Posted | March 2012 |
| Business Sector | Charities, Foundations, Volunteers |
| Media Type | Social Media |
| AI Description | The "Book Burning Party" ad by Troy Public Library is a clever social media campaign created to save a beloved library from closure due to a proposed tax increase in Troy, Michigan. The video opens with the imagery of a vibrant library under threat, symbolized by dark clouds and rain. The narrative explains how a well-funded anti-tax group shifted the conversation to taxes, overshadowing the library's value. To counter this, the library launched a provocative campaign with signs suggesting a "book burning party" if the library closed. This sparked outrage, driving people to social media where they expressed their disdain. The ad features comments from platforms such as Facebook and Twitter, along with images of protest signs. As tension builds, the campaign reveals its true intent: equating a vote against the library to book burning, effectively flipping the conversation back to support for the library. The strategy succeeded, increasing voter turnout, saving the library by framing the issue in terms of cultural importance rather than taxes. |