A short post because the video gives more information/insight than I ever could. The quick version is : library about to close > suggests slight tax increase > Tea Party goes mental > library starts negative campaign against itself > causes a storm > reveals the switcheroo > library wins vote > hurrah. It’s a really impressive, and risky, move from a brand/product/service/whatever that is fairly unexpected.
It’s the sort of campaign I love to see because it’s doing something new and exciting. So often when I tell people I want to work in advertising I get looks normally reserved for serial killers. Why do I want to make loud ads that interrupt their shows? I don’t. Why do I want to make crappy ads for magazines? I don’t. I don’t think anyone wants to do that, especially not me. If I work on even one campaign like this I’ll be happy. Clever, non-traditional initiatives for the win.
Great name too.