Lose the weight. Donate the pants. Fatpants.org 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 Y's 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.
Advertising Agency: Preston Kelly, Minneapolis, USA Creative Director: Chris Preston Art Director: Anne Taylor Copywriter: Brett Knutson Published: May 2010via adsoftheworld.com