Droga5 dazzles with gritty US YMCA campaign

Droga5 in New York is running the first national campaign in the US for ‘The Y,’ the YMCA to you and me.

It features forgotten people in today’s society; showing where they find themselves, who they are and what they’re capable of. And the YMCA’s place as a helper and safe haven.

Not the subjects closest to Donald Trump’s heart, we’d wager.

Never quite knew what the YMCA did, apart from run a gym on London’s Tottenham Court Road.

I hope this is, indeed, what they do. ‘Here for good’ as we say these days.

Brilliantly realised in a compelling, gritty campaign.

The writer was Lincoln Boehm and the creative directors Casey Rand and Karen Land Short.

MAA creative scale: 9.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.