YMCA Playnasium: Peck-a-boo
Director / DOP
Nick Rieve - Kilogram
The YMCA Playnasium reinvents play equipment and gym equipment. Using a child’s weight as exercise weights, these machines enable a parent’s workout to power their child’s play. This allows time-poor parents to spend quality time with their kids as they get active. This manifestation of the brand purpose “getting people together to get active” enables the YMCA to talk to an audience too young or busy to visit their gyms – parents and kids. The YMCA Playnasium is active branding that can be installed to raise awareness in communities with YMCA services.
Shot in studio with an in ground rotating cyclorama. Shot with McCann. Awards won - Awards | NY Festivals | One Show | D&AD | Cannes Lions | Adstars | Cresta | Clio