1 2
 
 
  • SUB CATEGORY :
    EXPERIENTIAL & EVENTS
  • 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
  • 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 GETTING PEOPLE TOGETHER TO GET ACTIVE. TO PROMOTE THIS BRAND ESSENCE WE NEEDED A NON-TRADITIONAL WAY TO COMMUNICATE THIS PURPOSE. INSTEAD OF A MANIFESTO WE NEEDED A MANIFESTATION - AN EXPERIENCE THAT GOT PEOPLE ACTIVE AND SAID EVERYTHING THEY NEEDED TO SAY. A SMALL MEDIA BUDGET MEANT WE NEEDED TO AMPLIFY OUR CAMPAIGN THROUGH PR, SO WE ACTIVATED A MARKET SEGMENT IGNORED BY SPORTS BRANDS - PARENTS. WE USED THIS EXPERIENTIAL MEDIA TO SPREAD THE WORD AND PLACE THE BRAND IN THE COMMUNITY, WHERE ITS MESSAGE WAS MOST RELEVANT.
  • THE EXECUTION :
    YMCA PLAYNASIUM IS 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. INSTALLED IN PARKS AS AN ONGOING TOURING PROMOTION THE YMCA PLAYNASIUM, GIVES LOCAL YMCA STAFF A CHANCE TO ENGAGE FAMILIES AND RECRUIT THEM FOR YMCA GYMS. ALSO IT PROMOTES THE BRAND AS ACTIVE OUTDOOR ADVERTISING BY SAYING EVERYTHING THEY STAND FOR WITHOUT HAVING TO SAY ANYTHING AT ALL.
  • 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.