YMCA of Greater Toronto Sweat for Good Campaign by BrandHealth
12/11/18

The YMCA GTA was looking to reposition its Health & Fitness offering to appeal to a younger gym-goer.

Credits

Client: YMCA GTA

Director, Creative Director, Copywriter: Rick Kemp 

Art Directors: Jordan Bowden, Rick Kemp 

Producer: Amy Bastianon 

Photographer: George Simhoni

Cinematographer: Pawel Dwulit 

Retoucher: Mark Tyler

Picture Editor: Mark McNeilly 

Sound: Tom Thorney, Jason Donkergoed 

 

Description

The YMCA GTA was looking to reposition its Health & Fitness offering to appeal to a younger gym-goer. The creative solution leverages the fact that the Y is a charitable organization that does ‘good’ in every community it serves. When you become a member at the Y, you support the good that the Y represents. The universality of sweat is used to inspire people to break a sweat where it matters more: at the Y. In essence, when you work out at the Y, you sweat for all the positive impact the Y represents.