YMCA reinvents the exercise machine with launch of the YMCA Playnasium via McCann Melbourne

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Park_Pullupsydaisy (1).jpgFor 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