Just in time for the holiday season, when connection matters more than ever, the YMCA is kicking off its 175th-anniversary celebration with a vibrant new brand push from The Martin Agency. The nationwide platform, No Place Like This Place, reframes the Y as the antidote to the loneliness many Americans feel this time of year, and all year long.
With more than 750 associations across 10,000 communities, YMCA of the USA needed a campaign that felt universal yet personal. As detailed in the rollout deck, The Martin Agency delivered 11 customizable video spots so each local Y can tailor its holiday messaging, from toy drives and winter wellness programs to community dinners and seasonal activities.
The hero film, highlighted in the campaign materials, bursts with warm, celebratory energy. A single YMCA gym transforms into a swirl of real holiday-season activity: basketball games give way to dance rehearsals, crafting corners, boxing classes, meditation sessions, and even snowy hiking scenes, all threaded together with a tone of generosity and belonging that fits the season perfectly. The message is unmistakable: whether you’re looking for community, movement, support, or simply a place to feel seen during the holidays, the Y has room for you.
“As we celebrate this milestone, we wanted to showcase the camaraderie that forms when unlikely people share a space and purpose,” said Abby Rogers, EVP and chief development officer at Y-USA. That spirit resonates even more deeply during the holidays, a time when many people struggle with isolation. Watch below:
“No Place Like This Place, captures the essence of the Y with remarkable clarity,” said Albert Orte, VP and Executive Creative Director at The Martin Agency. “It reflects what makes the Y so singular in American culture: a space where people from every walk of life can come together with a shared sense of purpose. It’s also a place rooted in joy, belonging, and personal growth. That duality between community and individual transformation is exactly what this idea brings to life.”
“We are so excited to have worked alongside The Martin Agency to build ‘No Place Like This Place’ into a bold, playful, uplifting and inspiring campaign that truly showcases all aspects of the Y,” added Rogers. “For 175 years, the Y has brought together individuals from different walks of life, generations, and perspectives, creating spaces where health flourishes, young people discover their potential, and meaningful connections are made. This campaign embodies that work and will remind people what makes the Y so special.”
This seasonal spotlight isn’t just celebratory. The Y is using the cultural moment to highlight its mission of combating loneliness, an issue the WHO now considers a global health threat. Holiday messaging across the campaign acknowledges that while this time of year is joyful for many, it can magnify feelings of disconnection for others. The Y positions itself as a place where anyone can walk in and feel part of something bigger.
The media plan will run across Amazon streaming, social, and digital platforms throughout the holidays and into 2026, supported by a companion social storytelling series, #YCONS, featuring members and staff whose journeys exemplify the Y’s role in fostering community.
As the YMCA steps into its 175th year, this holiday-led launch is more than a brand refresh; it’s an invitation. A reminder that in a season built on togetherness, there truly is no place like this place.
CREDITS:
BRAND: YMCA
AGENCY: The Martin Agency
- VP, Executive Creative Director: Alberto Orte
- Senior Art Director: Jerchovia Moxey
- Associate Creative Director: Rushil Nadkarni
- Executive Producer: Brett Alexander
- Senior Producer: Alex Scheer
- Business Affairs Manager: Jesse Brandt
- Financial Affairs Manager: Elizabeth Moore
- Senior Project Manager: Leslie Jackson
- Chief Creative Officer: Jerry Hoak
- Group Creative Director: Alberto Orte
- Creative Director: Frederick Nduna
- Senior Copywriter: Nick Gonzales
- Senior Designer: Nate James
- Art Director: Jerchovia Moxie
- SVP, Group Account Director: Gillian Merrill
- Account Director: Katie Rochford
- Account Executive: Kate Snidow
PRODUCTION COMPANY: RESET (Service Company – Division Films)
- Director: Us
- DP: Patrick Meller
- Production Designer: Marketa Korinkova Taplin
- Wardrobe Stylist: Valter Kobal
- Line Producer: Cathy Green
- Location: Ljubljana, Slovenia
EDIT: Cartel
- Editor: Nate Katz
- Assistant Editor: Anchor Mak
- Head of Production: Malini Kartha
- Producer Coordinator: Kayla Wilkins
TELECINE: Royal Muster
- Colorist: Mikey Pehanich
- Executive Producer: Alexandra Lubrano
- Associate Producer: Alex Ponce
ONLINE / VFX / GFX: Parliament
- VFX Supervisor: James Mulholland
- Creative Leads: Taner Besen, Siro Valente, Seon Crawford, Ryan Harper
- Creative Team: Incheol Jeong, Alex Koester, Caio Sorrentino, Gerard Andal, Gianluca DiMarco, Jakob Hill, Jay Lee, Juan Beltre, Juan Carlos Barquet, Krissy Nordella, Kyle Andal, Li Li, Matt Conway, Mike Kash, Myong Choi, Ryan Harper, Ryan Taylor, Sam Caine, Sam Larson, Seon Crawford, Siro Valente
- Production Team: Ashley Goodwin, Sebastian Le Coz, Anna Borysewicz, Kate Matos
MUSIC / MIX: Field Day Sound
- Track: What Moves You
- Composer: Jordan Crisp
- Sound Designer: Morgan Johnson
- Mixer: Natalie Huizenga
- Music Producer: Noah Woodburn
- Executive Producers: Katie Overcash, Leslie Carthy
REELated:
John Travolta’s Santa channels Danny Zuko for Capital One
