Toronto Public Library wanted to celebrate the opening of their 100th branch with a memorable campaign that highlighted the many unique services they have to offer. We launched with a guerilla stunt of 100 librarians marching from the Toronto Reference Library to City Hall in t-shirts, each with their own unique reason to check out TPL.

We managed to get #TPL100 trending on Twitter with no paid media (or budget for that matter), increased foot traffic and awareness, and got many local celebrities involved.