Troy Library: Save the library

Advertising Agency: Leo Burnett, Detroit, USA
Global Executive Creative Director: Peter McHugh
Creative Director: Glen Hilzinger, Bob Veasey
Creative Services Director: Tony Booth
Operations Director: Rick Bennington
Copywriters: Rob Thiemann, Mike Davis
Creative Technologist: John McClaire
Producers: Jennie Hochthanner, Erik Zaar

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23 comments

sirvan's picture
sirvan
29870 pencils

Did you call your opponents racists, too?

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"I love some things, and don't love some other things."

stevel's picture
stevel
423 pencils

hahahaha possibly the best comment ive read at AOTW

kleenex's picture
kleenex
22644 pencils

Who cares sirvan, This is a brilliant idea.

sirvan's picture
sirvan
29870 pencils

Cutting funding for a library ≠ censorship.

This is the same level of exaggeration as those Nissan spots where the car catches the airplane. There is a level that's acceptable. And there's a level that's not.

Like those Nissan spots, this is simply lying.

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"I love some things, and don't love some other things."

rakistangel's picture
rakistangel
27 pencils

genius!

P.G. Aditya's picture
P.G. Aditya
42 pencils

Nice one!

Shwetastar2003's picture
Shwetastar2003
21 pencils

Bravo! Here the negative communication just hit the bull's eye. Absolutely Brilliant Idea.

CuriousPencil's picture
CuriousPencil
4227 pencils

Bravo manipulation, bravo psychology, bravo shepherding of kneejerk reactionaries, an excellent example of how advertising makes people do what we want them to do.

morse's picture
morse
13942 pencils

Excellent. Bravo!

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DBB's picture
DBB
1211 pencils

Very nice.

jmcclaire's picture
jmcclaire
10 pencils

Thank you for all the kind words!

Creative Technologist
Leo Burnett
3310 W. Big Beaver Rd.
Troy, Michigan. 48084

Twitter: http://www.twitter.com/jmcclaire
Linkedin: http://www.linkedin.com/in/jmcclaire
Website: http://www.fac3.net

sirvan's picture
sirvan
29870 pencils

Here is a post from someone who WORKS at the library:

Phillip Kwik said...

…You, the Book Burners, claim you wanted to ”turn the rational conversation into an emotional one.” Clearly, you have not followed this issue as closely as you claim. This is not an emotional issue?

Then you have never spoken to one member of the Friends of the Troy Library who poured heart, soul, and donations into trying to win the November millage. Nor to the current Save Troy organizers, who have gone door-to-door with tireless zeal, explaining to their neighbors the importance of a library to the community.

You have never read the Books for Walls Project blog, whose writers – though they live 250 miles away – have championed the cause of the Troy Library, not only to the State but in Europe and beyond. You have never read any of the posts on the Letters to the Children of Troy on blogs around the world. You have never read one of the hundreds of comments on the Library’s website.

You have never stepped foot into the Troy Library to see children streaming in, with their parents unable to catch up. Or the lines of unemployed waiting to register for computer classes.

And certainly, you have never talked to a Library staff member who has spent the past two years listening to this outpouring of emotion for the Library from the public, while riding her own emotional roller coaster.

And now your comment seems to be taking credit for some “new” emotional response you have imagined you created: “Today, people are talking. They’re talking online, talking on the phone, and talking over their fence. They’re talking about books and what it means to lose a library.” And you think this is because of you?

I am appalled.

You did nothing to help support the Troy Public Library on August 2. All you did was cause confusion that Library supporters have been trying to avoid at all costs, as the previous elections were confused enough. All you did was add more divisiveness and bickering in a community that should be united on its love and need for a library. All you did was violate election laws in pursuit of political satire. And all you did was add no signs on the streets and avenues in Troy where none existed.

You have done nothing to help support the Troy Library. Do not take any credit from the hardworking women and men who have.

Next time, I would suggest you try your political theatre in Royal Oak, where your signs claim your office is. Or in Livonia, where your treasurer works. Or in Detroit, where your committee is registered. That would help support the Troy Public Library more.

Phillip Kwik

P.S. While I am employed by the Troy Library, these comments reflect my own views.

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"I love some things, and don't love some other things."

CuriousPencil's picture
CuriousPencil
4227 pencils

Excellent input Sirvan, a perfect example of real life's reaction to the blind surge for results that epitomises advertising. I can only empathise with Mr Kwik's concern and heartbreak at the machinations behind the result, and hope that any of the stab wounds inflicted by the quick-fix methods will soon heal. It's advertising: we are heartless manipulators, cold-thinking, tunnel-visioned reptiles on the hunt for a kill, this is all entirely predictable, all of it; on the one side there is the glossy result, perfectly packaged while we walk away with heads filled with pride, on the other, the Taint that Remains.

jmcclaire's picture
jmcclaire
10 pencils

Troy Library was a very emotional issue here in Troy, Michigan. Phillip Kwik, like many that saw the campaign, was outraged. Whether it was for being fooled or that they think it was too risky. I am not at liberty to say who, but we did have insiders associated with the library and community leaders that helped make sure we were taking the right and ethical actions. For the most part, everyone was thrilled to hear that we were actually in support of the library and tax increase. Phillip is a very small percentage of our target that no matter what will never be in favor of this campaign.

Creative Technologist
Leo Burnett
3310 W. Big Beaver Rd.
Troy, Michigan. 48084

Twitter: http://www.twitter.com/jmcclaire
Linkedin: http://www.linkedin.com/in/jmcclaire
Website: http://www.fac3.net

Duckman's picture
Duckman
520 pencils

good one

_____________________________________________________
Trifles make perfection, and perfection is no trifle.

miss copywriter 24's picture
miss copywriter 24
8 pencils

In spite of the many attempts to save the library using the road always traveled, the result sadly did not turn out in the library's favor. that is where advertising steps in and thinks only about the brand and the purpose it wishes to fulfill. there was a problem and the community simply did not turn its head to see what was happening to the library so somebody had to turn their head all the way right? somebody had to wake the masses. sadly people react the best when provoked. provocation along with innovative thinking, made this campaign happen. and i think it was brilliant. the problem got a solution and that's all matters.

Brother Winston Smith's picture
Brother Winston...
2 pencils

This is not advertising. This is not clever. This is manipulating propaganda at it's most despicable depths. I've long defended critiques of my chosen industry. No matter how slimy some of my advertising brethren can get... there is ALWAYS a logo at the end. YOU KNOW WHAT YOU ARE BEING CONVINCED TO DO OR BUY. This doesn't fit my defense. Collectivists are the lowest of creatures and will do and say ANYTHING to push collectivism. If I choose to reject financing and visiting the local welfare bookstore (what you call a library) NOBODY SHOULD BE ABLE TO FORCE ME TO, with a "vote." And with many of the "libraries" having BANNED (burned) BOOKS like The Marketing of Evil, the charge of book burning, as always, better fits the accusers. And knowing what I know politically, I doubt the "campaign" was all that effective. I'd wager the bulk of the facebook posts, tweets and overall buzz was completely fabricated. I'd also wager that CHEATING (like this misleading, LYING "campaign") won the day. NOT clever persuasion.

jmcclaire's picture
jmcclaire
10 pencils

Thanks for all the support. We are a nominee for the 16th Annual Webby Awards! Please vote for us at: http://pv.webbyawards.com/ballot/53

Creative Technologist
Leo Burnett
3310 W. Big Beaver Rd.
Troy, Michigan. 48084

Twitter: http://www.twitter.com/jmcclaire
Linkedin: http://www.linkedin.com/in/jmcclaire
Website: http://www.fac3.net

moby88's picture
moby88
10 pencils

genius idea + local problem = cannes?

Kearn's picture
Kearn
76 pencils

if it worked as they say...great job!!!!

edMaga's picture
edMaga
56 pencils

Great!

KingArt's picture
KingArt
49 pencils

Good... realy good!

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