Honest Eggs Co. and VMLY&R Sydney have launched FitChix, the first-ever fitness trackers designed for chickens. Accompanying the innovation is an integrated campaign designed to show people how free and healthy Honest Eggs Co. chickens really are.
VMLY&R collaborated with Airbag to create ergonomic, chicken friendly fitness trackers that don’t impose on day-to-day life and behavior. Multiple prototypes were engineered and calibrated to properly capture the activity levels of individual chickens–including step counts, which are printed onto the eggs that Australians buy at the supermarket.
Honest Eggs Co. general manager Roger Boyd explained, “Honest Eggs Co. is on a mission to change egg farming for the better. We launched FitChix to help monitor the health of our chooks and to continue to bring attention to why regenerative farming is better for the hens, the egg, the land, the farmer and the community. In an extremely confusing category, Honest Eggs Co. is an easy choice as it is the one you can count on to be honest and transparent about the way we farm”.
As well as the fitness trackers and step count on each egg laid, FitChix will appear in OLV, OOH, Social and in-store to educate consumers on the importance of sustainable, regenerative farming practices.
Jake Barrow, group executive creative director of VMLY&R Sydney, said, “The egg category is a minefield of naming conventions, all designed to sound like the chickens are getting a pretty good deal. The reality is often otherwise. Right through from product, to campaign, to transaction point, FitChix is an innovation that delivers irrefutable proof that the chickens at Honest Eggs farms live a free and healthy life.”
This video showcases the FitChix initiative, explaining what the number displayed on each egg represents.
CreditsClient Honest Eggs Co. Agency VMLY&R Sydney Paul Nagy, chief creative officer; Jake Barrow, group executive creative director; Kieran Moroney, creative director; Isabel Evans, copywriter; Amanda Chen, art director; Mel Herbert, lead producer; Fiona Norman, producer; Maddison Fricker, jr. producer; Sara Glaoua, director & editor; Alek Janev, lead editor; Lewis Brown, head of design; Brock Willis, designer; Loki Choi, Lauren Regolini, creatives. Fitness Tracker Product Creation Airbag Steven Nicholson, creative technologist; Daniel MacNish, technologist; Nick Venn, producer; Martin Box, head of production; Adrian Bosich, managing partner; Henry Bullen, 3D modeling; Nick Pledge, 3D printing & production; Xavier Irvine, concept artist.
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More