For Fitbit’s new smartwatch, our challenge was to grab the attention of middle-aged men, when Fitbit devices are traditionally aimed at women. To do this, we found real guys who have thrown themselves into real sporting challenges. We threw two fingers up to the unrealistic portrayals of sportsmen in the media. And naturally, we set the piece to a melancholic, epic version of ‘Happy Birthday To You’.
As well as the master film, the campaign also ran on social, print and ooh.