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WATCH ON DEMAND FROM 25 Jan 2021
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Fitbit launches Versa 2 smartwatch and asks ‘What else can it do?’ in campaign by Argonaut

Fitbit has moved beyond just being a health tool to count your daily steps. The brand has released its Fitbit Versa 2, a premium smartwatch packed with advanced health, fitness and smart features to help people get the most out of their time, like Amazon Alexa built-in, Spotify and Fitbit Pay standard.

The campaign highlights the new abilities of the Versa 2 through a series of slice-of-life moments, showing how everything from people using it during workouts, busy workdays catching up with meetings, telling the watch to turn on the air conditioner at home, and even romantic dinner dates, where the wearer is asked if the watch can tell how many calories are in the meal or if there will be a second date.

The brand tapped San Francisco-based agency Argonaut to help promote the launch. This is the first project the client and agency have worked on together since 2017 – Argonaut used to be the agency of record for Fitbit and launched its first-ever marketing back in 2014.

The agency worked with director Isaiah Seret to help bring the product’s fashion and functionality to life – known for his work directing commercials for brands like Adobe, Adidas, Burger King, Coca Cola, Jack Daniels and Microsoft, among others.

“It’s been great to get back together with the team at Fitbit to work on this launch,” said Argonaut founder and chief creative officer, Hunter Hindman. “Their product is in a stronger place than ever and we’re delighted to be a part of creating work that will get the world talking about Fitbit again.

Versa is Fitbit's best-selling smartwatch and fueled growth quickly for the brand, which it attributes to advances in software, hardware and its Premium service.

“The Versa 2 is the most impressive Fitbit tracker yet, so we knew the work needed to create a reappraisal for people,” added Hindman. “Our campaign demonstrates the seamless nature of the Fitbit experience that can integrate into every moment of your daily life. Fitbit has all of the ingredients here to get back on top with this smart watch.”

See the work by clicking on the Creative Works box below.

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