Title | PLAYNASIUM |
Brand | YMCA |
Product / Service | YMCA VICTORIA HEALTH SERVICES AND FACILITIES |
Category | C02. Health Services & Facilities |
Entrant | McCANN MELBOURNE, AUSTRALIA |
Idea Creation | McCANN MELBOURNE, AUSTRALIA |
Media Placement | McCANN MELBOURNE, AUSTRALIA |
Production | BAYLY GROUP Richmond, AUSTRALIA |
Production 2 | TREEHOUSE STUDIOS Melbourne, AUSTRALIA |
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 |
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