B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Campaign: Medibank and Whybin\TBWA Build a Dinosaur to Get Kids Outside
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Campaign: Medibank and Whybin\TBWA Build a Dinosaur to Get Kids Outside
Advertising

Campaign: Medibank and Whybin\TBWA Build a Dinosaur to Get Kids Outside

Claire Verlander
Published on: 9th September 2014 at 11:05 AM
Claire Verlander
Share
3 Min Read
SHARE

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

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Clemenger BBDO Sydney, DAB+, Emma Rugge-Price
Share

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?