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Checking Only Your LBS is BS: FitTrack's New Body-Positive Campaign Redefines Health One Metric at a Time

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The Garden's global 'Live Your True Health' campaign is based on one universal insight: true health is not one size fits all

Checking Only Your LBS is BS: FitTrack's New Body-Positive Campaign Redefines 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. 'Live Your True Health', a new global campaign for FitTrack created by Toronto-based agency The Garden, is busting industry myths and reshaping perceptions of health.

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 itself in the tech-fitness space against giants like Fitbit, Samsung and Apple. While FitTrack already had the technology to set it apart, what it needed going into its global brand launch was an emotional platform as compelling as its 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,” said 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,” added Francheska Galloway-Davis, associate creative director and art director, The Garden.


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Client

Client: FitTrack

Campaign Title: Live Your True Health

Agency

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

Post production and VFX: Artjail

Colourist: Clinton Homuth

Flame Artists: Andrew Thiessen & Dan Margules

Motion Graphics: Bill Fowler

Other

Audio Production: Didier Tovel, SNDWRX

Casting: Shasta Lutz, Jigsaw Casting

Categories: Healthcare and Wellness, Devices

Artjail, Fri, 08 Jan 2021 11:06:29 GMT