Fitbit is a leader in fitness wearables, and yet the category is becoming more and more cluttered, with a ton of mixed messages. Our approach was simple: It's about how strong you feel, inside and out. Fitbit translates all the data your body is telling you into a language you can understand, so you can FEEL like the most powerful version of yourself. And so we tapped the people that make our audience feel strong -- the influencers who get their body moving and their spirits up, day in and day out.

Marc Rebillet – international DJ, beat maker, and inspiring Internet voice – encourages people to listen to their bodies and feel their power with Fitbit. He mixes an original track using sounds of the human body as instrumentals. As he creates the song in a home studio throughout the film, unconventional people and influencers who redefine fitness culture take to screen. A male pole dancer executes a wild move. A plus-size Hijabi creator breaks the surfer stereotype. A TikTok comedian calms down his alter ego. An arcade duo battle it out on Dance Dance Revolution. A Malaysian world-champion, hijab-wearing wrestler takes down her opponent. An older woman pushes her weight-lifting limits. Two girls get intimate on a dusky beach. Towards the end, Marc reaches his music-mixing peak and reminds people everywhere of their inner power, brought out by Fitbit.

We took the brief and came up with a strategy that reminds people they have the power inside of them – they just have to listen. To see Fitbit not just as health and fitness data, but the catalyst they need to be their most powerful. The strategy informed the platform “Listen to your body, feel your power” to give brand newcomers a way to actually hear all the data their body tells them.

Implementation: Fully integrated global campaign

Timeline: Flight 4/11 - 5/8

Placement: TVC, CTV, OLV, Social [paid, organic & influencer content]

Scale: Global

See below in confidential information for the jury