Ad agency McCann unveils Playnasium, claiming to ‘reinvent the exercise machine’ for YMCA
Ad agency McCann has unveiled a new project in which it claims to have “reinvented the exercise machine” on behalf of new client YMCA.
The agency’s Melbourne operation has developed three items of outdoor gym equipment “that use children’s weight as exercise weights, allowing parents to work out whilst powering their children’s play. The result means families can be at the park and the gym at the same time.”
Only one set of the Playnasium items has been created, which it says will be showcased at “community activations” across Victoria in coming months. The agency said it began working with YMCA Victoria in June 2015.
Love the pointed Cannes entry reference!
The app store approval timelines are arbitrary – it could just be the app’s been submitted just not approved in time for the press release.
Don’t worry – I’m sure someone will check Apple and Play app stores regularly to make sure it shows up – searching for all possible combinations like YMCA Victoria, YMCA Australia, Playnasium and so on.
Lovely idea…. if it was being done for real and at scale.
Such a shame so many agencies rely on doing these prototype projects to win awards and mask the fact that the real bill-paying work they do is forgettable .
17 people on the credits and not one strategist? there’s your first tip it’s for awards.
Purely for winning creative awards. The reality of this actually happening is zero. The problem with McCann / McCann Health and most of the IPG creative businesses is that they don’t look any further past winning awards. The root cause of the problem is that they don’t look at the effectiveness or ROI of a product or campaign, they just get their creative teams to come up with stupid ideas, “Pass Go” and collect their creative awards. Funnily enough as well, most of the creative awards that these creative people love, are voted for by creative people. It is essentially a big circle of creatives ass-kissing other creatives.