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.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
