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One-year-old Zoe is Going for President in Droga5 NY's YMCA Campaign

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Matt Smukler captures the potential of every child in new spot from Community Films

One-year-old Zoe is Going for President in Droga5 NY's YMCA Campaign

YMCA of the USA has launched Zoe for President, a campaign to elect a one-year-old girl as the US Commander in Chief…in 2064.  The campaign highlights the potential the Y sees in all kids to grow up and change the world if they’re nurtured properly and supported along the way. Through Y initiatives like childcare, academic enrichment, mentorship, college prep, job training, and more, kids have the opportunities to succeed, grow, and one day, maybe even become president. The Y aims to impart the values of what it means to achieve—how hard work, determination, perseverance and character can drive someone to success beyond what they thought possible.

Like all candidates, Zoe has her own campaign website,, where users can donate to her campaign, watch videos of her stance on issues and shop for swag. When users donate to Zoe’s campaign, they are donating to their local Y and supporting the programs and services that enable kids like Zoe to thrive from childhood to old age. 

“While Zoe for President is a breath of fresh air during a heated campaign cycle, every child, regardless of background, needs support and guidance to reach their full potential,” said Kevin Washington, president and CEO, YMCA of the USA. “Our campaign will address actual issues that America’s communities are faced with each day like access to early childhood education, safe space, meal assistance, and the Y’s role in solving the challenges head on.” 

The Y collaborated with Droga5 New York to produce the concept. The TV spots will air on multiple networks including CNN, HLN, TNT, and TBS among others.  Digitally, The Y will advertise with The New York Times, YouTube, Twitter, as well as a number of other online properties.

Zoe for President is the second phase of the Y’s For a better us. campaign, a multi-year, multi-faceted effort to engage more people with the Y and its mission as a nonprofit.  Earlier this year, the Y launched two powerful television commercials, Places and Idle Hands, each spotlighting a different problem communities in America face today.  Both spots close with the Y’s work nonprofit work on the ground, engaging and enriching kids and families through safe spaces, mentorship, education, meal programs and more. 

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Music Production: A Score

Sound Mix: Fernando Ascani @ Sonic Union


Edit Company: Beast NY

Editor: Jim Ulbrich

Producer: Sheena Wagaman, Melati Pohan

Post Production / VFX

Colourist: Damien Pelphrey @ Company 3

Flame: Scott Bravo

Post Production Company: Gryphyn

Producer: Katie Andrews

Production Company

Director: Matt Smukler

Executive Producer: Carl Swan, Lizzie Schwartz

Head of Production: Chris Spanos

Producer: Nick Shandra

Production Company: Community Films

Creative Agency

Art Director: (Jr) Gage Young

Chief Creation Officer: Sally­Ann Dale

Chief Creative Officer: Ted Royer

Chief Strategy Officer: Jonny Bauer

Copywriter: (Jr) Gabe Sherman

Creative Agency: Droga5 NY

Creative Chairman: David Droga

Designer: Jen Lally, Kathryn Berlinsky, Hiye Shin, Hena Seo

Developer: Jim Alexander

Director of Technology: Andy Prondak

Executive Creative Director: Kevin Brady

Group Account Directors: Matt Ahumada

Head of Art: Cliff Lewis

Head of Technology: Joachim Do

Head of TV / Production: Ben Davies

Interactive Producer: (Head) Niklas Lindstrom, (Exec) Jenn Mann

Photographer: Paul McGeiver, Robert Ohman

Senior Producer: Jennifer McKenzie

Strategy: (Head) Chet Gulland

Strategy Director: Elaine Purcell

TV Producer: Jenna Alchin, Jamil McGinnis

Design director: (Associate) Cynthia Ratsabouth

Genres: Comedy, Storytelling, Dialogue

Categories: Safety, Corporate, Social and PSAs

Droga5 New York, Tue, 01 Mar 2016 10:19:30 GMT