After recently becoming the global agency for Nokia’s digital health products, San Francisco-based TBD and Nokia have revealed their first integrated brand campaign, 'Know Yourself,' that showcases the Nokia Body+ smart scale, one of the key products in the ecosystem of Nokia’s connected digital health solutions.
Timed to coincide with New Year’s resolutions, the campaign, including broadcast, digital and social, shines a light on how the Nokia Body+ scale uses technology to connect users to their health on a deeper, personalized level.
Shot entirely in a stylized black and white format, the campaign’s 30-second spot opens on six men and women of varying sizes and body types, yet all weighing the same, highlighting the product’s most basic feature – weight. As the voiceover reminds us that “even when created equal, we are not the same,” the Nokia Body+ metrics fade in and out to display the smart scale’s additional tracking capabilities – muscle mass, body fat, water percentage, and bone mass – and to highlight the uniqueness of each person’s body composition. The spot closes with an acknowledgment of the participant’s shared insights into better long-term health.
“This is not just an ad, it's an experiment,” said Rafael Rizuto, TBD chief creative officer. “We are challenging the traditional concept of a scale by showing that weight is given too much weight. This is why we selected a diverse cast who all weigh exactly the same, yet physically and internally they are each so different. The Nokia Body+ is the catalyst unveiling all the things that make you you."
The campaign launched just over a month after Nokia and TBD announced their partnership.
“Today, we are ‘walking heads’ – more attached to our devices than our bodies,” commented Virginia Wang, TBD chief strategy officer. “We are working with Nokia to connect the dots between mind and body, enabling people to take control of their own health and to shift from a relationship of personal neglect to appreciation and understanding.”