Close Your Rings was created to introduce future and current Apple Watch wearers to the energetic world of Activity rings – simply put, we set off to make a new icon, iconic. Using the beauty and intensity of bodies in motion, we focused on a colorful visual mnemonic that taught people that every move counts towards closing your rings. The moves and poses were choreographed to be just as iconic as the Activity rings themselves and reflected the variety of workouts and range of motion that contribute to people’s daily activity goals. Finally, the Activity rings beautifully encircled our diverse cast of movers and clearly demonstrated the relationship between activity and the new fitness maxim of Close Your Rings.

Close Your Rings employed an informative, dynamic, and memorable visual mnemonic created to establish Activity rings as the new icon of fitness metrics. The “ring” design was born from an exercise of minimalistic restraint that borrowed directly from Apple Watch’s UI. Staying as true to Activity rings’ design as possible allowed us to draw a line straight from our visual mnemonic to the product experience. We then paired the Activity rings with stunning, kinetic moving bodies that telegraphed the ring metrics of Move, Stand, and Exercise, defining each ring and its function. 

Close Your Rings successfully employed a new fitness metrics by providing users an easy, relatable visual to measure their fitness success. Around the time when the spot launched, social chatter increased more than 3,000 mentions with a 95% positive sentiment. The campaign penetrated the community of watch enthusiasts, introduced a new phrase into fitness enthusiasts’ lexicon and helped people on their path to a healthier life with the support of the “Ultimate device for a healthy life.” The spot garnered more than 27M impressions and added value for both the consumer and the brand by establishing a new icon in today’s fitness-obsessed culture. Our goal was 30% planned reach against ages 18-49, we exceeded delivering 37% of this age group.