Preston Kelly Launches a Health Movement for the YMCA
Preston Kelly Launches a Health Movement for the YMCA
Minneapolis, MN (PRWEB) December 30, 2011
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 Greater St. Paul and Metropolitan Minneapolis.
Over the course of that relationship, the agency has helped the Y gain more than 800,000 new members—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 national YMCA organization kicked off a rebranding initiative intended strengthen the 2,687 branches across the country. As one of the largest community service not-for-profits in the U.S., the Y wanted to return to its grassroots focus of helping entire communities lead healthier lives.
“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 Y 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 Y 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 Y Twin Cities, Preston Kelly’s new campaign will travel beyond Minnesota: Y’s located in Milwaukee, WI; Orlando, 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 of Marketing and Communications at the Y 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 Y 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 Technique 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.
About YMCA
As one of America’s largest not-for-profit community service organizations, the YMCA serves 21 million people each year, including 9 million children under the age of 18. Through a variety of programs and services focused on the holistic development of children and youth, family strengthening, and health and well-being for all, the nation’s 2,687 YMCAs unite men, women and children of all ages, faiths, backgrounds, abilities and income levels. From urban areas to small towns, YMCAs have proudly served America’s communities for nearly 160 years by building healthy spirit, mind and body for all. Visit http://www.ymcatwincities.org to find your local YMCA.
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