Agency: Whybin\TBWA Group Melbourne
Campaign scope: Playground, children's book
Facts: As part of its ‘Generation better’ campaign, the private health insurer* has built a dinosaur play space to encourage physical activity among Aussie children. There's also an accompanying children's book called BAMM! THWONG! SPROING! PHROOMP! WEEEE!
Press release quote: "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 modelled 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 them. 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."
Comments: The effort connects well with the insurer's business. And although one playground may seem like a small-scale effort, the company is using it to bring attention to the launch of a community grants program through which it is inviting pitches from not-for-profit groups across the country. So hopefully there are bigger things to come.
Executive Creative Director: Paul Reardon
Creative team: Tara Ford & Daniel Pizzato
Executive Producer: Karolina Bozajkovska
Playground Build / Fabrication: Big Fish Workshop
Content Filming: Guilty Productions
Director: Edwin McGill
Producer: Jason Byrne
Account Service & Planning:
Group Account Director: Belinda Williams
Senior Account Director: Cassie Cobain
Account Manager: Jeremy Wilson
Senior Planner: Kees Kalk
PR Agency: Eleven PR
PR Director: Rob Lowe
* CORRECTION: We originally called Medibank a bank, but have been cheerfully corrected by Paul Reardon of TBWA, who allowed it's a common error given the name. We have also edited the "comments" section, which originally said that an activity aimed at children's health did not seem to connect well with a bank's line of business. Obviously it fits perfectly with an insurer's business. We regret the error.