Troy Public Library - "Book Burning Party (170 s)" by ANDY Awards 2012
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Troy Public Library - "Book Burning Party (170 s)"
- Brand: Troy Public Library
- Country: United States
- Advertiser: Troy Public Library
| Title | Book Burning Party (170 s) |
| Agency | Leo Burnett Detroit |
| Campaign | Book Burning Party |
| Advertiser | Troy Public Library |
| Brand | Troy Public Library |
| Posted | May 2012 |
| Business Sector | Charities, Foundations, Volunteers |
| Media Type | Case Study |
| AI Description | The ad for Troy Public Library presents a creative campaign aimed at saving their local library from closure due to budget cuts. The storyline follows the Troy community's struggle against well-funded anti-tax groups, using the controversial imagery of book burning. Animated visuals depict a library surrounded by protesters, signs saying "Vote No", and a crowded city hall scene regarding the tax vote. The campaign uses elements like Facebook pages, Twitter posts, and signage endorsing the library's closure to draw attention. The tactic of arranging a fake 'book burning party' successfully angers people, driving attention to the campaign against library closure. Ultimately, it helps shift the narrative from taxes to libraries, leading to a successful outcome with overwhelming voter support to keep the library open. The ad is marked by its use of irony, humor, and digital media to engage the community and provoke thought. |
| Executive Creative Director | Peter McHugh |
| Creative Director | Glen Hilzinger |
| Creative Director | Bob Veasey |