A new global body-positive campaign for FitTrack is redefining health one metric at a time.
For years, the health and fitness industry has told us that our health – and our worth – is synonymous with our weight. But true health is about more than just a number on a scale.
Launched in three countries (US, France, Spain), “Live Your True Health” is based on one universal insight: True health is not one size fits all.
The body positivity of the campaign is on full display in the “One Size Fit One” campaign video. As a cast of real people of all shapes and sizes show off their incredible athletic skills, from hands-free headstands to balletic leaps, the spot busts the fundamental fitness myths that weight equates to health. This is further reinforced with clever headlines such as “Checking Only Your LBS is BS”, “Turn the Scales on Weight”, and “Take the Pounds off the Pedestal.”
As the only smart watch and scale that measures 17 metrics of health, FitTrack has defined themselves in the tech-fitness space against giants like Fitbit, Samsung and Apple. While FitTrack already had the technology to set them apart, what they needed going into their global brand launch was an emotional platform as compelling as their product.
“The campaign takes a firm stance against the misinformation spread by the health and fitness industry – that your weight is synonymous with your health,” says Shari Walczak, Co-founder, The Garden. “By showcasing real people of all shapes and sizes doing extraordinary, athletic things with their bodies, we busted the weight stereotype and reshaped perceptions of health.”
The Live Your True Health integrated campaign made its debut on FitTrack’s global Instagram page, inviting their 300K followers across all campaign markets to rethink “healthy.” The 360-degree campaign includes broadcast, online videos, an influencer campaign featuring Khloe Kardashian, and a bold #ShareTheScale social challenge.
“We knew we had tapped into a real truth when hundreds of people bravely took on our challenge to share the number on their scale in order to start a bigger conversation about the true picture of health,” adds Francheska Galloway-Davis, Associate Creative Director and Art Director, The Garden.
Campaign Title: Live Your True Health
Creative Agency: The Garden
Chief Creative Officer: Shane Ogilvie
Chief Strategy Officer: Shari Walczak
Associate Creative Director, Art Director: Francheska Galloway-Davis
Associate Creative Director, Copywriter: Lindsay Eady
Strategy Director: Jenn Munoz
Business Lead: Sam Sabatini
Project Lead: Julia Zammit
Studio Director: Jamie Morren
Producers: Jen Mete and Julian Weiman
Director and Photographer: Clay Stang
Director of Photography: Angel Navarro
Editor: Kat Webber
Post production and VFX: Artjail
Colourist: Clinton Homuth
Flame Artists: Andrew Thiessen & Dan Margules
Motion Graphics: Bill Fowler
Audio Production: Didier Tovel, SNDWRx
Casting: Shasta Lutz, Jigsaw Casting