Troy, Michigan couldn’t afford to keep its library open, so it scheduled a vote for a 0.07 tax increase. The Tea Party waged strong anti-tax group waged a “Vote No” campaign against the increase.
The city worked with Leo Burnett Detroit ran a counter campaign in the name of the Book Burning Party. Signs appeared around Troy with the message, “Vote to close Troy library Aug 2, book burning party Aug 5.” The campaign’s Facebook page became the hub for the new campaign, with 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. The campaign won a Gold award for Government/Political at the International ANDY Awards 2012, and was recognised with the Facebook Integrated Media Award at the 2012 Clio Awards this week.
The Book Burning campaign was developed at Leo Burnett Detroit by creative director Peter McHugh, art directors Bob Veasey, Glen Hilzinger, Tony Booth, Rick Bennington, Rob Thiemann, John McClaire, Jennie Hochthanner, Mike Davis.