The past few years have been a boon to body positivity. Lizzo, Tess Holliday and Jameela Jamil gave confidence to people of all body types. The technology company FitTrack for health management shows that positive posture can also be synonymous with good health.
Rather than promoting crash diets this new year and making people guilty of their weight, FitTrack is helping shatter industry myths and reshaping “healthy” perceptions with its global Live Your True Health campaign.
The campaign is based on the understanding that true health is not one size fits all. To explain this concept, the company worked with Toronto-based agency The Garden to create the hero video “One Size Fits One,” which features people who don’t fit the traditional image of fit. A voice over says: “The perfect body – washboard abs, the less you weigh, the healthier you are. We all sold a lie. “
The action shows people of all shapes and sizes exercising and pushing themselves to their limits with acrobatic headstands and aerobic flips, while the script states “Your Weight Doesn’t Define You” before determining that FitTrack has 17 health metrics that are for everyone Bodies are unique.
The cast of real people is also shown in digital and OOH ads with headings such as “Verify Your LBS Is BS,” “Turn The Scales On Weight” and “Take Those Pounds Off The Pedestal”.
“The campaign is strongly against the misinformation of the health and fitness industries – that your weight is synonymous with your health,” said Shari Walczak, co-founder of The Garden. “By showing real people of all shapes and sizes doing extraordinary, athletic things with their bodies, we’ve broken the weight stereotype and changed the perception of health.”
The integrated campaign “Live Your True Health” was published on FitTrack’s Instagram page and invites followers in all campaign markets to rethink “healthy”. The campaign launched in the US, France and Spain includes broadcasts, online videos, an influencer campaign with Khloe Kardashian and a social challenge #ShareTheScale.
“We knew we had a real truth when hundreds of people bravely took up our challenge to divide the number on their scale to start a bigger conversation about the true picture of health,” added 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
Associated creative director, copywriter: Lindsay Eady
Strategy Director: Jenn Munoz
Manager: Sam Sabatini
Project manager: Julia Zammit
Studio Director: Jamie Morren
Producers: Jen Mete and Julian Weiman
Director: Clay Stang
Cinematographer: Angel Navarro
Editor: Kat Webber
Post production and VFX: Artjail
Colorist: Clinton Homuth
Flame artists: Andrew Thiessen and Dan Margules
Motion Graphics: Bill Fowler
Audio production: Didier Tovel, SNDWRX
Casting: Shasta Lutz, Jigsaw Casting