YMCA reinvents the exercise machine with launch of the YMCA Playnasium via McCann Melbourne
For over 150 years the YMCA’s purpose has been to make communities healthier and happier by getting people together to get active. To do this, they have established a rich history of innovation, including the creation of basketball and volleyball.
For YMCA’s latest campaign, McCann Melbourne has reinvented the exercise machine with the launch of the YMCA Playnasium. The agency has designed outdoor workout equipment that uses children’s weight as exercise weights, allowing parents to workout whilst powering their children’s play. The result means families can be at the park and the gym at the same time.
Says Peter Burns, chief executive, YMCA Victoria: “The YMCA Playnasium is a manifestation of our philosophy of encouraging health through happiness. It says everything we stand for without having to say anything at all. It’s great for an active brand like us to have such active advertising.”
The machines include the Pull Upsy-Daisy, the Row-Row-Row Machine and the Pec-A-Boo. Each piece of equipment is designed for different age groups and muscle groups, helping adult and child spend quality time together.
This new product development is 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.
Says Matt Lawson, ECD, McCann Melbourne: “It’s great that getting fit doesn’t have to take you away from your kids. Plus, now the YMCA can introduce kids to exercise in a fun way, before they can even exercise.”
The equipment will be used in 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.
Agency: McCann Melbourne
Managing Director: Adrian Mills
Chief Creative Officer: Pat Baron
Executive Creative Director: Matt Lawson
Creative Team: Charles Baylis & 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 & Victoria U
Senior Digital Producer: Joe Guario
Head of Production: Victoria Connors
Producer: Afrim Memed
Music Production: Caity Maloney and Nat Pavlovic
YMCA
General Manager of Engagement: Cinzia Marrocco
Marketing Manager: Bec Schafer
Communications Manager: Laura Munns
Marketing Specialist: Lana Burton
Film Production: Treehouse Studios
Director: Nick Rieve
Production Design Company – Bayly
16 Comments
This is great. Well done.
So dam good. This is how all parks should be built.
Be proud of this. This is fantastic work.
Brilliant. Solid on all counts.
My dad needs to give this a go. Just sayin’
See what happens with thoughtful work – you get complimented.
Good work (this is great in my opinion) gets good praise.
Shit work gets absolutely flushed.
Thems the breaks, kids.
As a portly parent of 2 children I think this is excellent. Also love that they only work if the parent is involved as opposed to sitting on benches outside the park on their phone while their kids play. Excellent work all!
brilliant
The joke begins when you search for the park near you…
“Jayden! JAYDEN!! Get your arse back on that see-saw, you’ve still got 3 sets left you little shit!”
…comments are from McCann.
Excellent astroturfing.
Great idea but doesn’t feel real for some reason. Maybe re-do the case study with real footage instead of yourselves in a studio…
Gold…at least.
exercising whilst playing with your kid. Nice work
Really simple. Love it.
This idea is great! With parents being so busy, a Playnasium can help them play with their children and get exercise at the same time. I wish they would make similar equipment near where I live.