Cannes Contenders: McCann, Melbourne

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

YMCA Playnasium

McCann, Melbourne

The YMCA Playnasium is a manifestation of the YMCA’s brand purpose of getting people together to get active. Installed in parks, the YMCA Playnasium uses children’s weight as exercise weights, allowing a parent’s workout to power their child’s play. Including the Row-Row-Row Machine, the Pec-A-Boo and the Pull-Upsy Daisy; each piece of equipment is designed for different age groups and muscle groups – but all help time-poor parents get fit, spend quality time with their children and model healthy behavior. Recognised at D&AD, One Show and Adfest.

The University of Melbourne: Made Possible By Melbourne

McCann, Melbourne

The University of Melbourne conducts world-changing research, their problem was that the people of Melbourne didn’t know about it. We needed to find a new way to publish research. By turning an entire city into a free exhibition of world-changing research, Made Possible By Melbourne took research out of the pages of obscure academic journals and put it in front of potential students and investors. Exhibits were placed in poster sites and accompanied by a mobile audio guide. The city’s trams became free exhibition shuttles and an activation created a pop-up cafeteria. The exhibition changed the city’s perception of their university and the contribution it makes to global welfare. Recognised at D&AD, One Show and Adfest.