This spot from Droga5 NY for YMCA of the USA (Y-USA) dramatizes the effect one number, a single digit in a zip code, can have on a person’s life. Titled “One Number Different” and directed by Spencer Creigh of production company Whitelist, the :60 shows us that where someone lives can impact his or her education, opportunities, way of life–and for those in a disadvantageous zip code, the YMCA through its programs can help overcome the negative impact of one number different.
Filmed in several locations around the country, the new creative showcases Y members of varying age, gender, ethnicity, ability, and background, whose real stories highlight the dramatic contrasts between their circumstances and how the Y helps each of them overcome the challenges they face.
“One Number Different” highlights the disparity we see all across the country, sometimes in communities we serve that are just blocks apart,” said Valerie Barker Waller, SVP and chief marketing & communication officer for Y-USA. “At the Y, we believe that the zip code you are born into should not determine your destiny or limit your potential, and want to showcase the impactful work we do in thousands of communities to close those gaps.”
Credits
Client YMCA of the USA Agency Droga5 NY David Droga, creative chairman; Neil Heyman, chief creative officer; Kevin Brady, executive creative director; Karen Short, Casey Rand, group creative directors; Ben Bliss, Evan Schultz, associate creative directors; Mietta McFarlane, sr. copywriter; Luke Chard, sr. art director; Gemma Slack, art director; Karly Brooks, jr. copywriter; Nate Moore, design director; Kathryn Brylinsky, sr. designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, director of film production; Ruben Mercadal, associate director of film production; Isabella Lebovitz, producer, film; Justin Durazzo, co-director, interactive production; Aaron Matys, producer, interactive; Jonny Bauer, global chief strategy officer; Harry Roman-Torres, head of strategy; Mara Buta, strategy director; Julie Lubbars, jr. strategist. Production Whitelist Spencer Creigh, director; Dustin Lane, DP; Jerad Anderson, exec producer; Diane Leuci, producer; Kat Bitnar, production supervisor. Editorial Lost Planet Jay Rabinowicz, editor; Kenji Yamauchi, assistant editor; Krystn Wagenberg, exec producer; Samara Kelly, producer. Color Grade Color Collective Mike Howell, colorist; Claudia Guevara, exec producer. Postproduction Black Hole Tim Farrell, Smoke/Flame/telecine; Felix Cabrera, exec producer. Music Trevor Doherty, composer. Track Sanctuary. Audio Waves Studios Aaron Reynolds, mixer/sound design; Vicky Ferraro, exec producer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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