Heineken's "Social off socials" encourages stepping off social
The campaign features actor Joe Jonas and a diverse squad of top-tier creators like Dude with Sign, Paul Olima, Sherlina
FCB Chicago and Kmart found a sport they can totally own. With all these hipster fitness trackers available, and seemingly everyone - including President Obama - wearing them (that's not a security issue, no siree), Joe Boxer found to zig to that zag. the Joe Boxer inactivity tracker, which you'll get free with any Kmart purchase of Joe Boxer jammies.
"It tracks your lack of movement. It then rewards and motivates you to do what you really want to be doing: absolutely nothing.
Inactivity is as important as activity. Start keeping track of what you’re not doing."
Creative Team: Thiago Cruz, Bruno Guimaraes, Gustavo Dorietto, Gabriel Schmitt
Designer: Matthaeus Frost, Jordan Sparrow
Copywriter: Matt Everts