Fitbit had to compete with the release of the new Apple watch.

We were tasked with differentiating the brand in tone, style and message to break through with only a fraction of the Apple budget. Enter “Find your reason.” A global campaign built around true stories of purpose featuring real people from around the world. We showed Fitbit’s natural role in helping individuals transform their lives through fitness and self-awareness. The stories and people hail from Sweden, Japan, Hawaii, South Africa and New Zealand.