Client: The Y of Central Maryland
Job: To give a more modern image to the local YMCA
Agency: Flying Brick
Theme: “It’s Deeper Here.”
The Concept: Central Maryland’s YMCA conducted extensive research on what people perceive its mission to be. Most individuals interviewed were aware the Y gives swimming lessons but knew little about the classes it offers, its role in the community and its other services such as day care. The nonprofit enlisted agency Flying Brick to help change those perceptions.
The Plan: The campaign shortens the group’s name to the Y, as it is known colloquially, in an effort to promote a more inclusive feel than what Young Men’s Christian Association conveys.
The slogan “It’s Deeper Here” plays off the swimming pool perception and invokes the idea that the Y is about something less superficial than just those lessons. Unusual visuals such as children playing chess underwater are used for the ads, which span print, radio and e-mail.
Creative Team: Mike Pararas (creative director, Flying Brick), Brian Klam (writer, Flying Brick), Sara Milstei (chief marketing officer, Y of Central Maryland), Mario Trescone (director of marketing and consumer insight, Y of Central Maryland), John K. Hoey (CEO, Y of Central Maryland).
Background: Annapolis-based Flying Brick counts a number of associations, as well as health care companies and local branches of corporations such as Jiffy Lube, as its clients.
Working on Next: Flying Brick will continue the yearlong Y campaign. The firm has found a niche doing creative work for firms with small budgets and hopes to expand its clientele to national corporations.
