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.

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