在澳大利亞，四分之一的兒童和一半的成年人肥胖或超重。這種流行病的根源之一是父母缺乏健康的角色塑造。
作為一個組織，基督教青年會希望在解決問題上發(fā)揮作用，同時提高人們對他們品牌理念的認(rèn)識，并最終提高他們的醫(yī)療服務(wù)注冊。因此，我們創(chuàng)造了這個品牌目標(biāo)的一個體現(xiàn):一種新型的運動器材，它利用孩子的體重作為鍛煉的砝碼，允許父母的鍛煉來為孩子的玩耍提供動力。
3臺機器包括;
Pec-A-Boo：作為嬰兒保鏢的機器飛行
Row-Row-Row-Machine：為孩子的乘駕海豚提供動力的劃船機。
Pull-Upsy-Daisy：這是一個為孩子做蹺蹺板的拉升平臺。
YMCA Playnasium 在全州的公共公園內(nèi)安裝，它利用孩子的體重作為鍛煉的砝碼，允許父母的鍛煉來為孩子的玩耍提供動力。每一件設(shè)備都是針對不同的年齡組和不同的肌肉群而設(shè)計的——但是所有的設(shè)備都能幫助父母們適應(yīng)環(huán)境，和孩子們共度美好時光，并樹立良好的行為榜樣。
項目信息
品牌/廣告主
YMCA Victoria
營銷機構(gòu)
Creative Agency 創(chuàng)意代理商
McCann 墨爾本
參與者
獎項榮譽
2017
Cannes Lions
Outdoor | Interactive?Outdoor?Experiences
Silver
2017
Cannes Lions
Non-commercial Exhibitions & Experiences
Bronze
2017
D&AD Awards
Product Design | Prototypes
Wood Pencil
2017
D&AD Awards
Branding | Brand Experience & Environments
Wood Pencil
2017
D&AD Awards
Creativity for Good | Product Design
Wood Pencil
2017
LIA
Design | Experiential Design
Gold
2017
LIA
Design | Installations/Displays
Gold
2017
NYF Advertising Awards
Travel, Tourism & Leisure
Second Prize
2017
The One Show
Ambient Media (Indoor & Outdoor) | Installations & Immersive - Campaign
Bronze Pencil
2017
The One Show
Immersive | Environmental | Outdoor Spaces
Bronze Pencil
2017
The One Show
Design | Branding / Brand Installations
Silver Pencil
2017
ADFEST
Outdoor Lotus | Ambient: Large Scale
Bronze Lotus
2017
ADFEST
Promo Lotus | Experiental & Events
Gold Lotus
2017
ADFEST
Design Lotus | Product Design: Consumer Products
Silver Lotus
2017
ADFEST
Promo Lotus | Ambient Promotion: Large Scale
Gold Lotus
2017
AD STARS
PR | Practices & Specialism | Events & Experiential (PR campaign that use an event or stunt)
Bronze
2017
AD STARS
Promotion | Use of Promo & Activation | Use of exhibitions and installations e.g. vending machines, interactive digital events, digital installations, floor graphics, transit advertising
Bronze
2017
AD STARS
Design | Communication Design | Promotional items
Silver
2017
AD STARS
Direct | Use of direct marketing | Ambient media e.g. premiums, giveaways, print collateral, direct response stunts, street teams, direct response events, ambient media which encourage direct interaction
Bronze
2017
AD STARS
Outdoor | Product & Service | Finance / Services / Entertainment & Leisure / Travel / Restaurants / Commercial Public Services
Bronze
2017
AD STARS
Direct | Product & Service | Finance / Services / Entertainment & Leisure / Travel / Restaurants / Commercial Public Services
Bronze
2017
AD STARS
Outdoor | Ambient (Non standard and Free-format outdoor advertising) | Special build
Bronze
2017
Spikes Asia
Media | Use of Ambient Media: Large Scale
Bronze Spike
2017
Spikes Asia
Healthcare | Health Services & Facilities
Silver Spike
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