FIND YOUR REASON

Everyone has a reason that moves them forward. With this idea we captured unexpected true stories of individuals who found their reason and changed their perception of the world, showing how Fitbit works as a catalyst and companion throughout their transformation.

The planning took a discovery process of close to a year to identify the most impactful stories. We learned of Sandile Mkhize of South Africa, a T5 paraplegic that was spending time at a special needs school working with children. The team set out to Joannesburg to meet Sandile. 

While we set out to capture a docu-style look into Sandile’s world, we, instead, were able to capture an authentic impromptu moment with Sandile. As we geared up to shoot a glimpse of his work out at the gym, Sandile, himself, told us that he had never gotten in his wheelchair alone, without any assistance—and today he wanted to try this.

The film launched on Fitbit’s Facebook and YouTube channels in March 2018.

The overall campaign series generated 387,988,000 media impressions, 42,800,000 social impressions and an 34% increase of positive sentiment.

This video garnered 4.9K views, while the YouTube video received 5.5K views in less than 2 months with no paid support.