May 2010

We helped the Greater Twin Cities YMCA increase awareness of their fitness programs by organizing a fatpants drive. Donation boxes were placed in YMCA lobbies and, as they lost weight, members were encouraged to donate their fatpants. As donated pants came in they were added to the outdoor boards to demonstrate the success of the Y¹s weight loss programs. The campaign was so successful that Macys and the Gap started offering Y members discounts on their next pair of pants. In just a few months, thousands of pants were collected and donated to the local Salvation Army.

Outdoor advertisment created by Preston Kelly, United States for Twin Cities YMCA, within the category: Public Interest, NGO.

Lose the weight. Donate the pants.

Advertising Agency: Preston Kelly, Minneapolis, USA
Creative Director: Chris Preston
Art Director: Anne Taylor
Copywriter: Brett Knutson

Comments (12)

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Chris's picture
Activity Score 1985

Similar Idea been done before, can't find the link but it was done for a good Samaritan client. Where homeless people could take the jackets from the billboard and it would reveal the headline.

TommyO's picture
Activity Score 1866

Sounds interesting. I wish someone would post a link here, I'd like to see that.
This one is also nice, I like it a lot. Would be funny to see MY pants hanging on a billboard. :-)

Guest's picture

there are no new ideas. therefore, you are retarded.

Guest's picture

it's forced

Guest's picture

But people who need the donated pants are poor means they don't have money to buy food, means they are slim and those pants are useless for them....

AmOgodzzz's picture
Activity Score 826

Not in America. Our poors are just as fat as the rest of us. The cheapest food (canned goods, McDonald's, Chinese food, processed meats, etc.) have the highest fat content and contain alarming amounts of high fructose corn syrup which tends to make you pack on the pounds very quickly.

ERROR404's picture
Activity Score 770

nice concept!

headoffice Communication's picture
headoffice Comm...
Activity Score 196

I like the idea, it's humorous and attractive.

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Yep good idea. Maybe a billboard wasn't the best media though.

Guest's picture

This ad is to get people to work out... Donating your pants is the benefit of exercising with the Y. Genius!

Billoughsby's picture
Activity Score 5142

And we all love the word fatpants. It's just fun to say.

That's it.

Guest's picture

Great use of outdoor. It's visually interesting and breaks through. Feels like a brave step for a brand like the Y. Nice work.

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