The Book Burning Party

Impressive Effie-award winning campaign to save the Troy Library by Leo Burnett/Arc Worldwide even if using slightly questionable deception and the application of reverse psychology to achieve the goal against a very well-organized and very vocal opposition. Great idea though.

I do wonder at how many times people can use this same idea of whipping up public outrage on a fake campaign and then using psych jujitsu to transfer it over to the actual campaign. Definitely a great strategy in this case, but duplicable in other cases? Trying to think of where else I could apply it in some of the campaigning that’s been done. Definitely a workable strategy on low turnout/care issues where apathy might be an issue.

And pretty amazing media usage. Love the use of the cheap roadside lawn signs and impressed at the social media blanketing. Epic execution.