When communities are forgotten the Y remembers. The Y helps America's under-served neighbourhoods and the two 60-second spots from Droga5 delivers the message in a great way.
Droga5 used local residents instead of actors to give these neighbourhoods the authenticity they deserve. They went in Baltimore and talked to the people, got to know them, learned how they live and what they need and the solutions they propose. How people outside these communities see them and how they see themselves is very different and the spot "Places" makes it very clear.
The spot "Places" shows the work of the Y in everyday life and the spot "Idle Hands" tackle the issue of the importance of redirecting the energy of young people into something constructive.
CREDITS
Agency: Droga5
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Creative Directors: Casey Rand, Karen Land Short
Copywriter: Lincoln Boehm
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Senior Producer: Jennifer McKenzie
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Chet Gulland
Strategy Director: Elaine Purcell
Group Communications Strategy Director: Duncan Owen
Senior Data Strategist: Eric Raicovich
Group Account Director: Matt Ahumada
Account Director: Amanda Chandler
Account Manager: Sara Fletcher
Project Manager: Rayna Lucier
Production Company: Park Pictures
Director: Seb Edwards
Executive Producers: Mary Ann Marino, Jackie Kelman Bisbee
Producer: Martha English
Editing: Rock Paper Scissors
Editor: Ted Guard:
Assistant Editor: JK Carrington
Executive Producer: Eve Kornblum
Producer: Lisa Barnable
Postproduction: The Mill
Producer: Mile Pullan
Colorist: Fergus McCall
Flame Artist: Kieran Hanrahan:
Music: Minibal
Benjamin Balcom
Sound: Hear City
Audio Engineer: Keith Reynaud
Droga5 used local residents instead of actors to give these neighbourhoods the authenticity they deserve. They went in Baltimore and talked to the people, got to know them, learned how they live and what they need and the solutions they propose. How people outside these communities see them and how they see themselves is very different and the spot "Places" makes it very clear.
The spot "Places" shows the work of the Y in everyday life and the spot "Idle Hands" tackle the issue of the importance of redirecting the energy of young people into something constructive.
CREDITS
Agency: Droga5
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Creative Directors: Casey Rand, Karen Land Short
Copywriter: Lincoln Boehm
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Senior Producer: Jennifer McKenzie
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Chet Gulland
Strategy Director: Elaine Purcell
Group Communications Strategy Director: Duncan Owen
Senior Data Strategist: Eric Raicovich
Group Account Director: Matt Ahumada
Account Director: Amanda Chandler
Account Manager: Sara Fletcher
Project Manager: Rayna Lucier
Production Company: Park Pictures
Director: Seb Edwards
Executive Producers: Mary Ann Marino, Jackie Kelman Bisbee
Producer: Martha English
Editing: Rock Paper Scissors
Editor: Ted Guard:
Assistant Editor: JK Carrington
Executive Producer: Eve Kornblum
Producer: Lisa Barnable
Postproduction: The Mill
Producer: Mile Pullan
Colorist: Fergus McCall
Flame Artist: Kieran Hanrahan:
Music: Minibal
Benjamin Balcom
Sound: Hear City
Audio Engineer: Keith Reynaud
