PLAYNASIUM

Short List
TitlePLAYNASIUM
ClientYMCA
Product / ServiceYMCA VICTORIA HEALTH SERVICES AND FACILITIES
CategoryC02. Health Services & Facilities
EntrantMcCANN MELBOURNE, AUSTRALIA
Idea Creation McCANN MELBOURNE, AUSTRALIA
Media Placement McCANN MELBOURNE, AUSTRALIA
Production BAYLY GROUP Richmond, AUSTRALIA
Production 2 TREEHOUSE STUDIOS Melbourne, AUSTRALIA

Brief Explanation

The YMCA believes in ‘health through happiness’, so we created a manifestation of this brand purpose: a new type of exercise equipment that uses a child’s weight as exercise weight, allowing a parent’s workout to power their child’s play. The 3 machines include the Pec-A-Boo; a machine fly that works as a baby bouncer, the Row-Row-Row-Machine; a row machine that powers a child’s ride-on dolphin, and the Pull-Upsy-Daisy; a pull-up platform that works as a seesaw for the child. Installing these branded machines in public playgrounds allowed time poor parents to get exercise and role model healthy behaviour in front of their child. Placing the Playnasium as branded outdoor advertising in targeted communities raised awareness of the YMCA’s commitment to building healthier, happier communities whilst driving increased registrations to their services in that area. Cultural/Context information for the jury Please explain any cultural terms, references or viewing context which would be known

Credits

Name Company Position
Pat Baron McCann Worldgroup Chief Creative Officer Australia
Matt Lawson McCann Melbourne Executive Creative Director
Charles Baylis McCann Melbourne Copywriter
Matt Lawson McCann Melbourne Art Director
Caity Moloney McCann Melbourne Art Director
Alec Hussain McCann Melbourne Account Director
Angela Lethbridge McCann Melbourne Account Executive
Victoria Conners McCann Melbourne Agency Producer
Afrim Memed McCann Melbourne Producer
Adrian Mills McCann Melbourne Managing Director
Tony Prysten McCann Melbourne Head of Digital
Chris Baker McCann Melbourne Head of Social
Guilherme Pocai De Almeida McCann Melbourne Digital Designer
Vic U McCann Melbourne Social Art Director
Joe Guario McCann Melbourne Digital Producer
Oliver Knocker McCann Melbourne Editor
Caity Moloney McCann Melbourne Music Production
Nat Pavlovic McCann Melbourne Music Production
Nick Rieve Treehouse Studios Director
Ryan Mischkulnig Bayly Group Design Engineer