The city of Troy, Michigan was facing a budget shortfall, and was considering closing the Troy Public Library for lack of funds. Even though the necessary revenues could be raised through a miniscule tax increase, powerful anti-tax groups in the area were organized against it. To change the conversation, Leo Burnett took to social media like Facebook, posted flyers and neighborhood baby-sitting offers for the night of the big "Book burning party". As if burning books wasn't enough, they were going to get a band too.

ad agency: Leo Burnett Detroit
Client: Troy

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.