Fitbit is the global leader in connected health and fitness technology. The objective was to position two new Fitbit devices (Alta and Blaze) as fashion accessories and reinforce the brand’s commitment to promoting a culture of health and fitness, while leveraging the current popularity of athleisure as a major fashion trend.
In addition to a comprehensive influencer seeding and product placement campaign, we developed a unique experience and content partnership in collaboration with street fashion label Ten Pieces, designed by Maurice Terzini and Lucy Hinkfuss. The Ten Pieces fashion show held at Icebergs in Bondi was the highlight of Mercedes Benz Fashion Week Australia (MBFWA) in 2015 so the partnership was guaranteed to create instant talkability and fashion credibility.
The highlight of the partnership was an art film called 10,000 Steps X Ten Pieces. The film showcases how Ten Pieces’ clothing gives people freedom of movement while encouraging a healthy, active lifestyle – illustrated by pairing its chic designs with the latest popular activity trackers from Fitbit. Directed by Paola Morabito with creative direction by Mark Vassallo, the film expresses this theme through a combination of activities including running, walking and dance moves like jookin, krumping and parkour. With a backdrop of dramatic sand-dunes, five models and dancers move freely in Ten Pieces clothing while they track their activity on Fitbit® devices and strive to achieve 10,000 steps. The film made its debut as the ‘opening act’ at the Ten Pieces MBFWA show attended by 400 elite fashion media and influencers before it was used as the main content piece to drive a digital and traditional media campaign.