As Fitbit expands beyond being an exercise led health tool used count steps into a more rounded and multi-functional health device with the launch of the Fitbit Versa 2 premium smartwatch
The campaign aims to highlight the product’s advanced health, fitness and smart features which have been developed to help people get the most out of their time with added built features such as Amazon Alexa, Spotify and Fitbit Pay.
The creative approach focuses on a series of slice-of-life moments: each showing how everything from people using it during workouts, busy workdays catching up with meetings, telling the watch to turn on the air conditioner at home, and even romantic dinner dates, where the wearer is asked if the watch can tell how many calories are in the meal or if there will be a second date.
The campaign, created in harness with San Francisco-based agency Argonaut, was spearheaded by a hero spot.
The agency worked with director Isaiah Seret to help bring the product’s fashion and functionality to life
The campaign was created for Fitbit Chief Marketing Officer Tim Rosa, VP Product Marketing Lisa Swift, Senior Director of Media & Customer Acquisition Marketing Jay Newell, Creative Director of Video and Photography Kristin Brewer, Senior Creative Director Danielle Naboulsi and Product Manager Teresa Tran By a team from agency Argonaut that included Chief Creative Officer Hunter Hindman, Group Creative Director Chad Leitz, Copywriter Ray Connolly, Art Director Grant Minnis, Executive Producer Jon Drawbaugh, Senior Producer DP Odishoo, Group Brand Director Jordan Wood and Assistant Brand Manager Katherine Berchtold.
The campaign also saw input from BISCUIT and BEAST.
Comment:
This is the first project the client and agency have worked on together since 2017 when Argonaut was Fitbit’s agency of record for the launch its first-ever marketing push back in 2014.
Links:
Fitbit
https://www.youtube.com/user/FitbitOfficialSite
https://www.facebook.com/Fitbit
Argonaut
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