It is an example for a clever mutually rewarding advertising campaign. The campaign, on behalf of YMCA, was developed to create awareness about the fitness programs. So, they organized a âfatpantsâ drive.
As part of the drive, members were encouraged to donate their âfatpantsâ after they lose weight, and donation boxes were placed in YMCA lobbies.
The donated pants were used in outdoor billboards for display( see image) The campaign was so successful that Macys and the Gap started offering Y members discounts on their next pair of pants. The pants collected were sent to the local Salvation Army.
CREDITS
Agency: Preston Kelly, Minneapolis, USA
Creative Director: Chris Preston
Art Director: Anne Taylor
Copywriter: Brett Knutson
Via: Adoholic
