Creating a movement around the Y’s mission is a monumental job. But when we’re successful, it will differentiate the Y and make people realize that ... they are actually joining their community more tightly together.
Minneapolis, MN (PRWEB) January 05, 2012
From the iconic “Butter” TV spot—which features a woman eating, yes, a stick of butter—to the “Fatpants Drive,” which prompted people to lose weight and donate their outsized pants, Preston Kelly has a history of creating memorable and effective campaigns for its pro-bono client of 10 years, the YMCA of the Greater Twin Cities.
Over the course of that relationship, the agency has helped the YMCA of the Greater Twin Cities support more than 250,000 members a year—and that number continues to rise. With the launch of a new campaign on December 26, the agency is prepared to once again spur strong results for the community health organization
In 2010, the YMCA of the USA kicked off a rebranding initiative intended to position the Y as a cause-driven organization. With a footprint in more 13 counties in the Twin Cities metro and in western WI, the Y is best positioned to meet unique community needs and respond to chronic and emerging community issues. As one of the largest social service non-profits in the U.S., the Y wanted to increase understanding of its impact in the community so that more people take advantage of its unique capacity to foster lasting personal and social change.
“Creating a movement around the Y’s mission is a monumental job,” said Chuck Kelly, President at Preston Kelly. “But when we’re successful, it will differentiate the YMCA of the Greater Twin Cities and make people realize that, by joining the Y, they are actually joining their community more tightly together.”
To align with this shift in the organization’s branding, Preston Kelly’s creative features split images of different individuals engaged in different activities that become one: For example, a runner’s legs merge with a swimmer’s torso to create one, active persona; and a young boy enthralled with his toy trucks blends with an adult’s powerful arm lifting a kettle bell. At the heart of the new campaign is the belief that the Y is the place where people come together to strengthen their communities as they strengthen themselves. In other words, Preston Kelly aims to help the YMCA of the Greater Twin Cities start a health movement—not just inspire people to join a gym.
The agency’s breakthrough creative has distinguished the organization from a crowded marketplace of profit-driven gyms and fitness enterprises—and other Y’s across the country have taken note. For the first time in its working relationship with the YMCA of the Greater Twin Cities, Preston Kelly’s new campaign will travel beyond Minnesota: Y’s located in Milwaukee, WI; the Central FL; Delaware; Cincinnati, OH; Houston, TX; and Dayton, OH will also run the integrated communications, including TV, radio, print, outdoor billboards and a web-based brand ethos video.
”Pulling this campaign together truly took a village,” said Bette Fenton, Vice President, Marketing and Communications at the YMCA of the Greater Twin Cities. “Everyone featured in the work is an actual member or Y employee. So many hours were donated to this cause by Preston Kelly, production company Runner Runner, Echo Boys music house and Babble-On recording studio that all of the Minneapolis creative community can take pride in the beautiful and inspiring result.”
Not only has Preston Kelly’s work for the YMCA of the Greater Twin Cities spurred impressive membership numbers, but it’s also gained national recognition. Earlier this year, the Y’s “Butter” TV spot won top honors in the “Low Budget” category at The Art and Techniques of the American Commercial Show, sponsored by the Association of Independent Commercial Producers—and landed in the permanent archives at New York’s Museum of Modern Art as a result. And in 2010, the agency’s efforts for the Y’s “Fatpants Drive” won Integrated Campaign of the Year at the Radio Mercury Awards.
About Preston Kelly
Preston Kelly is a full-service, independent agency that creates iconic ideas for its clients, including financial services, healthcare, insurance, restaurant, consumer packaged goods, outdoor recreation, retail and gaming. In addition to being selected as Advertising Age’s Midwest Small Agency of the Year in 2010, Preston Kelly won top honors in the 2011 The Art and Technique of the American Commercial Show, sponsored by the Association of Independent Commercial Producers. The agency also earned recognition for the Integrated Campaign of the Year in the 2010 Radio Mercury Awards. In the last five years, the agency has won several Effies—a top marketing award that champions outstanding results. Preston Kelly is a member of Worldwide Partners, the world’s largest network of independent marketing and communications firms. To learn more about Preston Kelly, visit http://www.prestonkelly.com, become a fan on Facebook at http://www.facebook.com/prestonkellyagency or join the conversation on Twitter at http://www.twitter.com/prestonkelly. You can also read our musings on the latest trends in advertising at http://www.prestonkelly.com/blog.
The YMCA of the Greater Twin Cities is a leading non-profit dedicated to strengthening communities through youth development, healthy living and social responsibility. Established in 1856 in St. Paul and a decade later in Minneapolis, the Y provides life-strengthening services across 13 counties of the greater Twin Cities metro area and western Wisconsin communities. The 27 Y locations and program sites, seven overnight camps, 10 day camps and more than 90 child care sites engage nearly a quarter million men, women and children of all ages, incomes and backgrounds. To learn more about the Y’s mission and work, visit our website at http://www.ymcatwincities.org.