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  • SUB CATEGORY :
    INNOVA LOTUS
  • COMPANY ENTERING :
    MCCANN MELBOURNE, MELBOURNE
  • ENTRY TITLE :
    YMCA PLAYNASIUM
  • BRAND :
    YMCA VICTORIA
  • ADVERTISER :
    YMCA VICTORIA
  • AGENCY :
    MCCANN MELBOURNE, MELBOURNE
  • MANAGING DIRECTOR :
    ADRIAN MILLS
  • CHIEF CREATIVE OFFICER :
    PAT BARON
  • EXECUTIVE CREATIVE DIRECTOR :
    MATT LAWSON
  • COPYWRITER :
    CHARLES BAYLIS
  • ART DIRECTOR :
    MATT LAWSON/CAITY MOLONEY
  • DIGITAL DIRECTOR :
    TONY PRYSTEN
  • DESIGNER :
    GUILHERME POCAI/VIC U
  • ACCOUNT DIRECTOR :
    ALEC HUSSAIN
  • ACCOUNT EXECUTIVE :
    ANGELA LETHBRIDGE
  • SOCIAL :
    CHRIS BAKER
  • AGENCY PRODUCER :
    VICTORIA CONNERS/AFRIM MEMED
  • DIGITAL PRODUCER :
    JOE GUARIO
  • FILM PRODUCTION COMPANY :
    TREEHOUSE STUDIOS, MELBOURNE
  • DIRECTOR :
    NICK RIEVE
  • POST-PRODUCTION COMPANY :
    MCCANN MELBOURNE, MELBOURNE
  • EDITOR :
    OLLIE KNOCKER
  • MUSIC PRODUCTION :
    CAITY MOLONEY/NAT PAVLOVIC
  • CAMPAIGN SUMMARY :
    FOR OVER 150 YEARS THE YMCA’S PURPOSE HAS BEEN TO MAKE COMMUNITIES HEALTHIER AND HAPPIER BY GETTING PEOPLE TOGETHER TO GET ACTIVE. THE PLAYNASIUM IS AN INNOVATION IN GYM EQUIPMENT AND PLAYGROUND EQUIPMENT DESIGNED TO PROVE THIS PHILOSOPHY AND RAISE AWARENESS OF WHAT THE YMCA STANDS FOR. THIS ACTIVE OUTDOOR ADVERTISING USES CHILDREN’S WEIGHT AS EXERCISE WEIGHTS, ALLOWING PARENTS TO WORKOUT AND POWER THEIR CHILDREN’S PLAY. ENABLING THE YMCA TO TURN GYM TIME INTO PLAY TIME AND HELP ADULT AND CHILD SPEND QUALITY TIME TOGETHER. THIS IS NOT ONLY AN INNOVATIVE PRODUCT DEVELOPMENT FOR THE YMCA, BUT ALSO INTERACTIVE OUTDOOR ADVERTISING.
  • THE BRIEF :
    WE NEEDED TO CREATE A BRAND CAMPAIGN THAT RAISED THE PROFILE OF THE YMCA IN AUSTRALIA AND ESTABLISHED THEM AS AN ORGANIZATION DEDICATED TO ENABLING HAPPIER AND HEALTHIER COMMUNITIES.
  • THE STRATEGY :
    THE YMCA HAS A RICH HISTORY OF INNOVATION IN GETTING PEOPLE TOGETHER TO GET ACTIVE, THEY INVENTED BASKETBALL, FUTSAL AND VOLLEYBALL. TO CAPTURE THE YMCA BRAND ESSENCE WE NEEDED TO THINK OF A NON-TRADITIONAL WAY TO COMMUNICATE THIS PURPOSE. INSTEAD OF WRITING THEM A MANIFESTO WE NEEDED TO MAKE A MANIFESTATION - AN INNOVATION THAT GOT PEOPLE ACTIVE AND SAID EVERYTHING THEY NEEDED TO SAY. A SMALL MEDIA BUDGET MEANT WE NEEDED TO BE ABLE TO AMPLIFY OUR CAMPAIGN THROUGH PR AND WORD OF MOUTH, SO WE ACTIVATED A MARKET SEGMENT THAT ARE USUALLY IGNORED BY SPORTS AND FITNESS BRANDS - PARENTS. WE USED OUTDOOR AND ACTIVATION TO SPREAD THE WORD AND PLACE THE YMCA BRAND IN THE COMMUNITY, WHERE ITS MESSAGE WOULD BE MOST RELEVANT.
  • THE EXECUTION :
    THE YMCA PLAYNASIUM DESIGN WAS GROUNDBREAKING IN TWO WAYS - FOR THE FIRST TIME GYM EQUIPMENT WAS A COMMUNAL ACTIVITY,
    AND SOMETHING TO BE ENJOYED. SECONDLY, IT REVOLUTIONIZED PLAY EQUIPMENT BY HAVING THE PARENT PLACED IN FRONT OF THE CHILD,
    AS AN INTEGRAL PART OF THE PLAY. YOU SEE, TRADITIONAL PLAY EQUIPMENT HAS THE PARENT BEHIND THE CHILD, SWINGS AND SLIDES. THIS IS NOT IDEAL FOR CHILDHOOD DEVELOPMENT, AS THERE IS NO SHARED EXPERIENCE BETWEEN CHILD AND PARENT, OR WHAT PSYCHOLOGISTS CALLED 'ATTUNEMENT'. THIS WAS ALSO AN INNOVATION IN MEDIA AS IT WAS A NEW TYPE OF MEDIA - ACTIVE OUTDOOR. IT DIDN'T JUST ENCOURAGE PEOPLE TO GET ACTIVE, IT GAVE THEM AN OPPORTUNITY TO DO SO,AND A REAL REASON - THEIR KIDS.
  • THE RESULT :
    ONLY RECENTLY LAUNCHED, THE YMCA PLAYNASIUM HAS BEEN INSTALLED IN FOUR KEY LOCATIONS. OVER THE NEXT YEAR IT WILL BE ROLLED OUT THROUGHOUT THE COUNTRY. WE ARE CURRENTLY IN TALKS WITH THE YMCA GLOBAL TO IMPLEMENT THE PLAYNASIUM ACROSS THE NETWORK. THIS INCLUDES 125 COUNTRIES, REACHING 58 MILLION PEOPLE WORLDWIDE.