Campaign: Medibank and Whybin\TBWA Build a Dinosaur to Get Kids Outside
As part of the Generation Better campaign, Medibank has built a dinosaur play space to help encourage more physical activity and better health amongst Aussie children.
A survey of Australian parents with children under the age of 13 reveals that one third of children choose technology over playtime and, as a result, around 60% of children play outside for just one hour or less a day.
So to give kids another reason to go outside in an area that needed it within Yarraville, Victoria, Whybin\TBWA created “Mimi the muttaburrasaurus”, an imaginative play space modeled on a species that lived in Australia around 100 million years ago. She’s 3.5 metres tall and 7 metres long and is set into a landscape of giant egg cubbies and pre-historic trees with climbing ropes between them. Kids can climb into her stomach, use a voice tube to roar like a dinosaur then slide out her tail. The result is an inspiring playground giving kids a BIG reason to get back outside.
Mimi the muttaburrasaurus has also been turned into the star of a beautifully illustrated children’s book called, “BAMM! THWONG! SPROING! PHROOMP! WEEEE! Playing outside is the best”. The story is all about Mimi’s favourite thing to do – play outside –and encourages kids to do the same, inviting them to come meet her and play.
As well as building on the Generation Better philosophy, the play space and storybook are launching the Medibank Community Grants Program. Through the program, Medibank are inviting not-for-profit groups across the country to apply for grants to spend on initiatives they believe will help increase community health and wellbeing, as Mimi does in Yarraville.
CREDITS:
Client: Medibank
Creative Agency: Whybin\TBWA Group Melbourne
Executive Creative Director: Paul Reardon
Creative team / Design: Tara Ford & Daniel Pizzato
Executive Producer: Karolina Bozajkovska
Playground Build / Design / Fabrication: Big Fish Workshop
Content Filming: Guilty Productions
Director: Edwin McGill
Producer: Jason Byrne
Group Account Director: Belinda Williams
Senior Account Director: Cassie Cobain
Account Manager: Jeremy Wilson
Senior Planner: Kees Kalk
PR Agency: Eleven PR
Writing/Art Direction: Tara Ford and Daniel Pizzato
Illustrator: Annie Davidson
Producer: Karolina Bozajkovska
Latest News
Coopers Release New & Limited Edition Hazy IPA Via TABOO
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Enero Posts Net Revenue Increase Of 4.9%
Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.
Apple Accused Of Taking Traffic Away From Publishers
Apple accused of taking traffic away from publishers. Zuckerberg just thankful the heat's off him for a change.
Woolies Doubles Down On Print Catalogues After Coles Pulls The Plug
In top news for papier-mâché, home-made pirate hats & kitty litter trays, Woolies says printed catalogue to continue.
Online Retailer THE ICONIC Marks Play Into Sportswear In New Spot Via Thinkerbell
Has lockdown left your midrift wobbling like the jelly/custard trolley at yum cha? Instantly deflate with this news.
Tradie Scrubs Up Alright With Inspired Unemployed TVCs For New Body Wash Range Via The Incubator
Tradie continues association with comedy duo 'Inspired Unemployed' which, you'd assume, negates their unemployed status.
“Eau De Piss!” Victoria Bitter Unveils New Men’s Fragrance & Apparently It’s Not A Joke Either
You may not want to drink it, but you can smell of it, as VB launches fragrance with a hint of urinal deodoriser blocks.
Wednesday TV Wrap: Locklan Gilbert Makes Bold Bachelor Debut
10's The Bachelor is back and so is the B&T office's Bachie sweepstakes. The winner set to claim the entire $5.80 booty.
Bumbles Launches OOH Campaign Featuring Local Influencers
B&T's editor is a huge fan of Bumble & can count three drinks to the face & a pepper spray in his last four dates alone.
You Can Now Limit Who Can Reply To You On Twitter
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network Launches In Australia
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Swapping Impressions For Attention: How We Can Fix Online Advertising
Debate around banner ads has gone on since the internet was invented in 1664 by Sir Ian Ternet & continues to this day.
Dentsu Queensland Boosts Executive Team With New Appointment
Debunking the myth that people in the Queensland office all wear safari suits, comes this image quashing the scuttlebut.
Seven Renews Farmer Wants A Wife For 2021
Single? Always wanted to dag a sheep or castrate a bull? Well, time to get prepping for 2021's Farmer Wants A Wife.
Genea Fertility Appoints CHE Proximity As Creative & Media Agency
Is there anything more precious than the miracle of human life? Apart from when they become whingey, shitty teenagers.
The Monkeys Creates Major Audi Australia Q Campaign, With Additional Spot For Victorians
Considered a ponytail or Viagra recently? Well, confirm you're in the midst of a midlife crisis with this new Audi work.
TV Upfronts 2021: What Media Buyers Want & How They’ll Be Buying Differently
Media buyers predict TV's upcoming upfronts. Although one thing's for certain, you can forget about the massive piss-up.
Media Must Cater To Multicultural Australia, Says Punkee’s Tahlia Pritchard
B&T chats with Punkee’s Tahlia Pritchard, yet strangely The Sex Pistols' 'Never Mind the Bollocks' gets a mention.
UnLtd Launches #GotchaMelbourne To Support Melbourne Ad Industry
Melbourne's ad industry is doing it tough, with news today that local coke dealers have even had to apply for JobKeeper.
Snickers Roasts Lockdown Life In Witty New Work
This new Snickers advertisement is so good, B&T says it will help you work, rest and play.
Brookvale Union Invites Consumers To Attain A ‘State Of Mouth’ In Ad Via Clemenger BBDO Sydney
B&T would like to thank Brookvale Union for sending product to the office. We can announce three unwanted pregnancies.
Billie Eilish Champions The Gen Zs In Stunning New Work For German Telco
Billie Eilish confirms that not since Mrs Slocombe and Sigmund The Sea Monster has green hair been so effortlessly cool.
Medallia Appoints Heather Paterson As ANZ Country Manager
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Spikes Asia Brings Spikes Awards Forward To February 2021
Spikes Asia has moved to February, meaning it will coincide with Valentine's Day & possibly the NRL Nines tournament.
Finalists In Round One Of 2020 Australian Effie Awards Announced
Enter this year's Effies? Did it involve an awful afternoon printing at Officeworks? Find out if it was worth it here.
IAS And Channel Factory ‘Channel Science’
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]
WPP AUNZ Launches Secrets & Lies Podcast Series
WPP AUNZ launches Secrets & Lies podcast series which, as you'll learn here, could no longer be considered a secret.
Google Presses Play On Programmatic Audio
If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.
