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.