A vote was scheduled amongst the citys residents, to shut the library or accept the tax increase, and leo burnett detroit decided to support the library by creating a reverse psychology campaign. Leo burnett was advertisings original ad man and creator of tony the tiger, toucan sam, and the pillsburys poppin fresh doughboy. Oct 17, 2012 the silver pencil winning book burning party by leo burnett detroit elicited a strong reaction at the ceremony. Photographed in the troy public library, troy, mich. Michigan woman who inspired the burning bed book, movie. The company produced a guerilla and social marketing campaign pdf in which they pretended to be a clandestine group urging people to vote to close the library so they could hold a bookburning party afterward. Was the book burning party campaign to save the troy public library. In the campaign, leo burnett created a political action group to drive engagement when a small town library in troy, michigan faced closure amid a struggling economy. Via mediabistro when troy library was at the brink of being forced to shut its doors, leo burnett decided to take back the podium from the tea party, changing the conversation from an.
William franklin burnette born 1954 is listed at 4 e alexandrine st apt 504 detroit, mi 48201 and has no known political party affiliation. So the library approached ad agency leo burnett arc worldwide detroit. Leo burnett detroit came up with this interesting campaign that switched the focus back by creating a fictitious group who appeared to be organining a bookburning. Jul 30, 2014 leo burnett detroit also in 2009 created the im in campaign for detroit public schools with 172 blue doors across the city, and led the troy library book burning party campaign to. Id love to know how many teabaggers supported the idea of a book burning. Posing as a political group, we posted signs around town that said, vote to close troy library aug 2, book burning party. When the local public library was at the brink of being forced to shut its doors due to lack of funding. Behind the book burning party nick notes nick parish. Leo burnett detroit is a part of leo burnett worldwide, which offers a range of film, television, digital, media and radio advertising services. The leo burnettarc worldwide agency has won a gold prize in the effie awards for their hoax book burning party campaign, which is credited with saving the public library in. The citizens of the city were offered a vote to either save the library and agree to a tax increase, or close it. Last week, the 2012 epica awards announced that leo burnett detroit s troy library book burning party won the firstever international epica dor with a grand prix in interactive. Glen hilzinger and bob veasey, creative directors at leo burnett detroit. Posing as a political group, we posted signs around town that said, vote to close troy library aug 2, book burning party aug 5.
The story behind two creatives who ignited change leo burnett. Nonautomotive executions also garnered attention and results, most notable being the im in enrollment campaign for the detroit public schools, and the book burning party for troy library. Jun 16, 2012 the leo burnett arc worldwide agency has won a gold prize in the effie awards for their hoax book burning party campaign, which is credited with saving the public library in troy, mi. How a book burning hoax saved a public library benchmarkemail. There is not any initial job training, so you will have to be motivated and a self starter and have the ability to catch on quickly. The leo burnettarc worldwide agency has won a gold prize in the effie awards for their hoax book burning party campaign, which is credited with saving the public library in troy, mi.
This week, the cannes lions international advertising festival honors the most creative work in the ad industry, and one of the biggest winners is a campaign to save a small library in michigan faced with a budget shortfall last year, the troy public library, located in a suburb north of detroit, found its future. Via mediabistro when troy library was at the brink of being forced to shut its doors, leo burnett decided to take back the podium from the tea party, changing the conversation from an issue of taxes to an issue of book burning. When the news broke that the troy public library would soon be denied budget because of an antitax group, creative directors glen hilzinger and bob veasey stepped into action by threatening a book burning party. But the ad industry lapped up the wellcrafted case study. Now we learn that it took a bookburning campaign to save the citys library. In september 2002, the company was acquired by publicis groupe, the worlds oldest and third largest advertising agency holding group and one of the largest agency networks.
Troy, michigan couldnt afford to sustain its library, so it scheduled a vote for a tax increase. Leo burnett changes the conversation from antitax to. Book burning party revealed as hoax troy, mi patch. Leo burnett detroit came up with this interesting campaign that switched the focus back by creating a fictitious group who appeared to be organining a book burning event to celebrate the closure of the library. This is a firsttime epica grand prix award for the usa. Autoplay when autoplay is enabled, a suggested video will automatically play next. So the library approached ad agency leo burnettarc worldwide detroit. The bookburning campaign that saved a public library.
Bob winter is returning to publicis groupeowned leo burnett as the detroit offices first chief creative officer. Afternoon tea jazz music relaxing green tea jazz music for work,study,calm relax music 2,275 watching live now. Save the troy library adventures in reverse psychology. The parent company provides database, direct and shopper marketing solutions. Ad agency punks the tea party in troy, michigan crooks. It turns out leos reverse psychology with the book burning party, was quite effective, causing local press to believe that the planned firey. Safeguarding american families printed up signs that said. The company produced a guerilla and social marketing campaign pdf in which they pretended to be a clandestine group urging people to vote to close the library so they could. Abortion banned books week book burning civil rights civilrights economy. Jun 20, 2012 the company produced a guerilla and social marketing campaign pdf in which they pretended to be a clandestine group urging people to vote to close the library so they could hold a book burning party afterward. Leo burnett detroit also in 2009 created the im in campaign for detroit public schools with 172 blue doors across the city, and led the troy library book burning party campaign to. They recognized that the tea party was controlling the narrative on this issue, defining it as a story about another burdensome tax increase. We invited everyone to our facebook page, adding twitter, foursquare, want ads.
To win on august 2nd, the librarys supporters knew they had to help voters see another story. Jun 17, 2012 how a book burning party saved the library. Awardwinning bookburning hoax saves troy, mi libraries. The community was appalled, quickly changing their vote and, in the end, michigan s troy public library got the money it needed to keep its doors open. Book burning party for troy public library 2012 adlib. Michigan, where rival local ideologies warred over funding for the towns library. A strong antitax group waged a dominating campaign against it. It offers various event sponsorship and management services. The public library in troy, michigan was facing being shut down forever. They put up yard signs all over town, placed a classified ad asking for clowns and caterers for the party, and posted a facebook page. See more ideas about book week, books and book worms. This is where the major ad agency leo burnett detroit stepped in.
Michigan detroit, mi area new york state new york city, ny area north carolina raleighdurham, nc area. Thinking up and creating a campaign is actually an enjoyable experience, maybe not picnicatthepark enjoyable since there is a lot of daytoday work. I suppose it just shows you just how far off the edge the right has gone, that a book burning party would be assumed to be legitimate. Leo burnett detroit s book burning party to save troy library won gold in social media for its unique ability to create action. It had kept its involvement anonymous for the first weeks of promoting the book burning party, which the agency viewed as reverse psychology. It won multiple gold awards and many special mentions. Leo burnett detroit 3310 w big beaver rd ste 107, troy, mi. Ad agency punks the tea party in troy, michigan crooks and. Troy public library leo burnett detroit book burning party. Book burning party for troy public library 2012 book burning party lawn sign in the summer of 2011, the electorate in troy, michigan a suburb of detroit. Leo burnett detroit is a member of vimeo, the home for high quality videos and the people who love them. Posing as a political group, we posted signs around town that said, vote to close troy library august 2nd, book burning party august 5th.
Leo burnett detroit 3310 w big beaver rd, ste 107, troy, michigan 48084 rated 4. Nov 15, 2011 a vote was scheduled amongst the citys residents, to shut the library or accept the tax increase, and leo burnett detroit decided to support the library by creating a reverse psychology campaign. He previously served as a creative director in chicago from 2008 to 2010. Thats when leo burnett detroit, a local advertising agency, decided to support the library by creating a reverse psychology campaign that promoted closure of the library and a subsequent book burning party. This youtube video explains the campaign in detail. The fact that the book burning party campaign was ostensibly run by a group called safeguarding american families or safe and the true intent wasnt revealed until well into the debate has angered some people. Last week, the 2012 epica awards announced that leo burnett detroits troy library book burning party won the firstever international epica. Jun 21, 2012 leo burnett of detroit deserves credit for its awardwinning breakthrough campaign to save the library in troy michigan.
The bookburning campaign that saved a public library citylab. How book burning saved a library the goodman center. Last week, the 2012 epica awards announced that leo burnett detroits troy library book burning party won the firstever international epica dor with a grand prix in interactive. The most creative people in advertising business insider. Yet, the suggestion of a tax increase turned the focus away from the books and to antitax politics. And then the awardwinning leo burnett advertising agency stepped in to save the library with this brilliantly creative. Leo burnett of detroit deserves credit for its awardwinning breakthrough campaign to save the library in troy michigan. How much of an impact did the benevolent leo burnett detroit. Utilizing bold creativity and controversial messaging, they won a tax increase for community and saved the towns library from having to close and sell off its books. Leo burnett detroit can be a good place to work, if you can fit into the office, workflow and its politics. The leo burnett arc worldwide agency has won a gold prize in the effie awards for their hoax book burning party campaign, which is credited with saving the public library in troy, mi. They started posting lawn signs all over troy that read. Book burning party leo burnett troy public library d. It worked the library got the tax increase to stay open and leo burnett got a bunch of awards.
And then the awardwinning leo burnett advertising agency stepped in to save the library with this brilliantly creative, provocative, and effective campaign about the issue. Reverse psychology saved a michigan library the new. Vote to close troy library on august 2nd book burning party on august 5th. The company produced a guerilla and social marketing campaign pdf in which they pretended to be a clandestine group urging people to vote to close the library so they could hold a book burning party afterward. Facebook gives people the power to share and makes the world. Jul 16, 2011 community corner book burning party revealed as hoax group says campaign to close the troy public library is a satirical appeal to voter emotion. Troy, michigan couldnt afford to keep its library open, so it scheduled a vote for a tax increase. The silver pencil winning book burning party by leo burnett detroit elicited a strong reaction at the ceremony. Leo burnetts plan to save the agency was reverse psychology at its finest. Leo burnett names first detroit chief creative officer. The book burning partya deceptive ploy that invited people to a book burning party on the day after the vote. Nov 18, 2012 troy, michigan is a city in the northern suburbs of detroit in the usa. Michigan is a city in the northern suburbs of detroit in the usa. Posing as a political group, we posted signs around town.
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