YMCA - Questions / Where did community go?

 
 

YMCA - Questions / Where did community go?

Info on the campaign from TBWA\Vancouver:

It’s time we raised some important issues about the state of our community. Why do we prefer iPods to conversation? Why do we have more friends on Facebook than in real life? When did we stop letting our kids walk to school?

Seems that over the past couple of decades, we’ve been spending more time at work, less time with our families, and less time doing physical activities. Obesity is up, internet usage is way up, and participation in sports is way down. Maybe it’s time to go back to a time when we knew the mailman, we knew our neighbours, and we felt safe in our own neighbourhoods.

The YMCA and TBWA\Vancouver have created a thought-provoking campaign to raise some of these issues. Questions about the state of our community are going up on teaser posters around the city, and are leading people to http://www.wheredidcommunitygo.com.

On the site, people can watch an animated short video that points out how disjointed people have become, and then resolves with the YMCA’s new mission statement - Bringing People Together.

Advertiser: YMCA
Agency: TBWA Vancouver

Creative Director: Paul Little
Copywriter: Mia Thomsett
Art Director: John Williamson 

Agency Producers: Catharine Chesterman, Jen Mete


Director: Isaac King

Production Company: Head Gear Animation, Toronto
Producer: Kathryn Rawson


Sound Design: Wave Productions
, Vancouver
Music: Apollo Studios

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