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