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Creative
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Droga5 Pays Tribute to Forgotten Communities in New YMCA US Ad

Droga5 New York, 8 months ago

Campaign aims to change perceptions and emphasise the charity's relevance

Droga5 Pays Tribute to Forgotten Communities in New YMCA US Ad

The Y, the YMCA of the USA, is a nonprofit organisation delivering positive change and strengthening communities nationally. To help the public gain a better understanding of the important work the Y does, the significant impact it has and its need for the communities' support, the organization has launched the first national advertising campaign in its history, in collaboration with Droga5. The “For a better us.” slogan aims to change perceptions about the Y and communicate its role as a relevant and impactful charitable organization inspiring people to help fund the crucial work the Y does every day.

The campaign launched on Monday with two commercials which were directed by Seb Edwards and filmed in Baltimore.  “Places” showcases individuals who lack the opportunity and resources they need to thrive. The spot shows that while the world may only see these places when they make national news headlines, the Y is on the ground every day helping people break out of a cycle of poverty with safe spaces, mentorship programs, healthy meals, education and more. The Y does this work because no matter the zip code, all people have hopes, dreams and ambitions that deserve to be grown and nurtured. 



“Idle Hands" explores the need all kids have for a safe and productive place to both release their energy and discover their potential. It highlights the Y’s place as America’s community space—providing education, character development and recreation.





Creative Agency

Account Manager: Sara Fletcher

Chief Creative Officer: Ted Royer

Creative Director: Casey Rand; Karen Land Short

Copywriter: Lincoln Boehm

Executive Creative Director: Kevin Brady

Strategist: Eric Raicovich (Senior data)

Account Director: Amanda Chandler

Head of TV / Production: Ben Davies

Group Account Director: Matt Ahumada

Creative Chairman: David Droga

Creative Agency: Droga5 NY

Strategy Director: Elaine Purcell; Duncan Owen (Group Communications)

Project Manager: Rayna Lucier

Senior Producer: Jennifer McKenzie

Strategy: Chet Gulland (Head)

Chief Creation Officer: Sally­Ann Dale

Global Chief Strategy Officer: Jonny Bauer

Music and Sound

Music Production: Minibal

Sound Design: Hear City

Offline

Edit Assistant: JK Carrington

Edit Company: Rock Paper Scissors

Editor: Ted Guard

Executive Producer: Eve Kornblum

Producer: Lisa Barnable

Post Production / VFX

Colourist: Fergus McCall

Flame Artists: Kieran Hanrahan

Post Production House: The Mill

Producer: Mile Pullan

Production Company

Director: Seb Edwards

Executive Producer: Mary Ann Marino, Jackie Kelman Bisbee

Producer: Martha English

Production Company: Park Pictures

Category: Corporate and social , Government