The Leo Burnett advertising agency created this remarkable video and the campaign it depicts. The campaign’s supporters literally fight fire with fire in the process of saving the library in Troy, Michigan from funding cuts: The agency received a Cannes Lions Awards for the Best Low Budget Campaign as well as an Effie (advertising) award for the campaign, whose components included hand-posted campaign signs, a Facebook page, and videos of flames that played a key role in fanning emotions about burning books. A conversation that started on Facebook spread to newspapers, yard signs, and even the city council meeting. While controversial, it’s also a signal of the power of integrated campaigns combining video, social media, and good old-fashioned community organizing. (And viewer comments about the video attest amply to both of these aspects!) The video above has been viewed more than 300,000 times, so perhaps similar campaigns will be coming our way. If MiniMatters can help you use this tip or serve your other video needs, we’d love to talk with you at 301-339-0339 or via email at [email protected].