McCann Melbourne has unveiled a new brand campaign for the YMCA, designing outdoor workout equipment that allows families to be at the gym and the park at the same time.
The ‘Playnasium’ uses children’s weight as exercise weights, allowing parents to workout while powering their kids’ playtime.
The machines include the ‘Pull Upsy-Daisy’, the ‘Row-Row-Row Machine’ and the ‘Pec-A-Boo’, with each piece of equipment designed for different age groups and muscle groups.
McCann said in a statement that the Playnasium will be used in YMCA community activations across Victoria over the coming year, with a view to work with councils to have the equipment permanently installed in playgrounds across the country
The Playnasium will be supported by an integrated campaign including online films, social, print, and an app that allows parents to record and share their workout and video of their children’s’ playtime.
McCann Melbourne’s executive creative director, Matt Lawson, said the new equipment enables the YMCA to introduce kids to exercise in a fun way, before they can even exercise.
“It’s great that getting fit doesn’t have to take you away from your kids,” he said.
YMCA Victoria CEO Peter Burns said the Playnasium is a manifestation of the non-profit organisation’s philosophy of encouraging health through happiness.
“It says everything we stand for without having to say anything at all,” he said.
“It’s great for an active brand like us to have such active advertising.”
Managing director: Adrian Mills
Chief creative officer: Pat Baron
Executive creative director: Matt Lawson
Creative team: Charles Baylis and Matt Lawson
Copywriter: Charles Baylis
Art director: Caity Moloney
Business director: Alec Hussain
Account executive: Angela Lethbridge
Digital director: Tony Prysten
Social director: Chris Baker
Digital designers: Pocai De Almeida and Victoria U
Senior digital producer: Joe Guario
Head of production: Victoria Connors
Producer: Afrim Memed
Music production: Caity Maloney and Nat Pavlovic
General manager of engagement: Cinzia Marrocco
Marketing manager: Bec Schafer
Communications manager: Laura Munns
Marketing specialist: Lana Burton
Treehouse Studios (film production)
Director: Nick Rieve
Production design company: Bayly
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