The Troy Library campaign, financed on a shoestring, is proof positive of something we drive home to our clients every day. Be bold! Or, as David Ogilvy would say, "Don’t bunt."
People talk about the brave new world of social brand building. It’s been my observation that the rise of social media rendered some brandmakers more skittish than bold. Perhaps it’s the lack of boundaries in the digital culture that keeps people playing it safe.
It's well known that the digital age is overwhelmed by messages. People can barely think straight. Rather than making some dry civic appeal for the library’s existence, librarians delivered a gut punch. Book burning is iconic—it’s cultural shorthand for the end of liberty. The very thought of a pile of books set aflame is a searing threat to a value our culture still finds meaningful--intellectual freedom. That's what made the campaign click.
Congratulations to all the winners. But our special kudos go to the brave librarians at the Troy Public Library for doing what few learning brands dare to venture: bold messaging delivered passionately and without apology.