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  • SUB CATEGORY :
    GUERILLA MARKETING
  • 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
  • ENGLISH CONTEXT EXPLANATION :
    FOR OVER 150 YEARS THE YMCA’S PURPOSE HAS BEEN TO MAKE COMMUNITIES HEALTHIER AND HAPPIER BY GETTING PEOPLE TOGETHER TO GET ACTIVE. SO FOR THIS YEAR’S CAMPAIGN WE THOUGHT WE’D CREATE AN AMBIENT CAMPAIGN THAT DID JUST THAT, BY INVENTING THE YMCA PLAYNASIUM. YMCA PLAYNASIUM IS OUTDOOR WORKOUT EQUIPMENT THAT USES CHILDREN’S WEIGHT AS EXERCISE WEIGHTS, ALLOWING PARENTS TO WORKOUT AND POWER THEIR CHILDREN’S PLAY. EACH PIECE OF EQUIPMENT IS DESIGNED FOR DIFFERENT AGE GROUPS AND MUSCLE GROUPS, HELPING ADULT AND CHILD SPEND QUALITY TIME TOGETHER. THE YMCA PLAYNASIUM IS A MANIFESTATION OF THE YMCA’S PHILOSOPHY OF ENCOURAGING HEALTH THROUGH HAPPINESS. THIS ACTIVE AMBIENT ADVERTISING SAYS EVERYTHING THE YMCA STAND FOR WITHOUT HAVING TO SAY ANYTHING AT ALL. THE PLAYNASIUM HAS ALREADY BEEN INSTALLED IN 4 KEY LOCATIONS OVER THE NEXT YEAR IT WILL BE ROLLED OUT ACROSS THE YMCA NETWORK THROUGHOUT AUSTRALIA.