YMCA / So Much More
PRINT, VIDEO, TV, APP
The Y wanted people to know that they're much more than a gym. Everyone knows the "YMCA" song, so we used it as inspiration to create an alphabet system that explains the Y's breadth of programs. Each letter represents one thing people know about the Y, and one thing that they probably don't. We wrapped it up with a new theme line: So Much More.
We found real members who had discovered something they never expected at the YMCA, and used their stories to create video content. Our goal was to show the impact the Y makes through not only the gym, but the hundreds of community programs they offer. This was the Y’s first national brand campaign.
Role: Associate Creative Director, Copywriter
Associate Creative Director, Art: Krystyn Campbell
