Save Troy Library / Book burning party - Adventures In Reverse Psychology - (2011)

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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