A New Year campaign called ‘One Size Fits All: Live Your True Health’ from FitTrack aims to connect body positivity with health benefits.
Leveraging the recent trend for body positivity, the health management technology company’s January 2021 campaign aims to drive home the message that having an affirmative body attitude can also be synonymous with good health.
Created by Toronto agency The Garden, the integrated global campaign spans TV, digital and OOH.
The integrated campaign kicked off on FitTrack’s Instagram page which invited followers across all campaign markets to rethink ‘healthy’.
While many New Year campaigns promote crash diets and play on guilt about weight and negative stereotypes about appearance, FitTrack’s work aims to break traditional industry myths and reshape healthy perceptions. It is based on the insight that true health is not one-size-fits-all and is led by a hero video which features people who don’t fit the traditional image of ‘fit’.
The voiceover says: ‘The perfect body, washboard abs, the less you weigh the healthier you are. We’ve all been sold a lie’ while the footage features people of all shapes and sizes working out. As they push themselves to the limit with headstands and flips, the copy reads: ‘Your weight does not define you’ and then promotes FitTrack’s 17 health metrics.
The campaign’s cast consist entirely of real people (rather than models) appear across the integrated content: with executions having their own titles such as ‘Checking Only Your LBS Is BS’, ‘Turn The Scales On Weight’ and ‘Take The Pounds Off The Pedestal’.
The campaign, which rolled out across the USA, France and Spain in January, also includes broadcast, online videos and an influencer campaign featuring Khloe Kardashian, as well as a #ShareTheScale social challenge.
“The campaign takes a firm stance against the misinformation spread by the health and fitness industry – that weight is synonymous with health,” commented The Garden Co-Founder Shari Walczak. “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.”
“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,” added The Garden ACD Francheska Galloway-Davis.
The ‘Live Your True Health’ campaign was created for FitTrack by agency The Garden where the team was led by 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/Photographer Clay Stang, Director Of Photography Angel Navarro and Editor Kat Webber.
Post-Production and VFX were handled by ArtjailColorist’s Clinton Homuth with Flame Artists Andrew Thiessen and Dan Margules, Motion Graphics Designer Bill Fowler, with Audio Producer Didier Tovel and casting by Shasta Lutz of Jigsaw Casting.
Links:
FitTrack
The Garden
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