Medibank extends 'Generation Better' campaign with 'Mimi' giant dinosaur via Whybins Melbourne

Medibank_playground_1.jpgAs part of the 'Generation Better' campaign, Medibank via Whybin\TBWA Group Melbourne, 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.
Medibank_playground_2.jpgSo 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 Boy_holding_storybook.jpgthem. 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 Boy looking inside.jpgbest". 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.

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


Muddy waters said:

As part of the 'Generation Better' campaign, Medibank via Whybin\TBWA Group Melbourne

NRMA Insurance has launched a new, big brand platform 'Insurance, NRMADE Better'

Sure they are different types of insurers, but really? Nobody at M&C thought "Better" in the Insurance category was taken?

I guess the most brutally simple approach is to completely ignore what anyone else in the category is doing brand-wise, and do whatever you want to. Even if its taken.

P.S. I like the dinosaur thing. It nicely shows what can be done with the local grants.

BG said:

Saw it on the news last night. Looks awesome. Will get down with the kids and a bag of mushies

so what said:

Seems like some random borrowed interest with a brand tagged on the back of it somehow, but that seems to count these days. Used to be a complete no no.

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