The YMCA of Greater New York kicked off 2020 with its first-ever brand campaign. Working with the Y’s team, we developed #WeAreY, featuring real New Yorkers from all five boroughs who make the Y part of their lives.
Our creative and media teams worked hand-in-hand to roll out the campaign across the entire city. Along with print, outdoor, and digital elements, we also created a TV commercial starring members at their neighborhood facilities in Queens, Brooklyn, and Manhattan.
“Stylistically, we filmed #WeAreY to evoke many other athletic advertisements,” says Sam Veal, AKA’s Content Filmmaker and the director of the spot. “The point was to portray real New Yorkers with a technique that’s typically reserved for world-class athletes. We wanted to make it clear that no matter who you are, the YMCA can help you fulfill your idea of wellness.”
This spirit informs every aspect of #WeAreY, which is a fully integrated 360° campaign. As Ronnie Tucker, the YMCA of Greater New York’s Chief Marketing Officer, says, “It brings to life the energy and joy of our Y community—through imagery, bright colors, friendly language, and a new, modern look.”