Who: FitTrack and The Garden, with Artjail for post and VFX, SNDWRX for audio production, and Jigsaw Casting.

What: “Live your true health,” a new global campaign for the line of fitness-tech products that launched last week in the U.S., France and Spain (no Canadian advertising).

When & Where: The campaign includes broadcast, online video, as well as an influencer campaign featuring Khloe Kardashian. There is also a social challenge using the hashtag #ShareTheScale.

Why: Because a new year always brings about a renewed focus on health and wellness, as consumers resolve to get fitter after spending the past month scarfing down drinks and treats with the justification “Hey, it’s the holidays” <meekly raises hand>.

FitTrack has technology that sets it apart from other tech-fitness companies such as Fitbit, Samsung and Apple, measuring across 17 health metrics such as “muscle mass,” and something called “visceral fat” (which, we learned, is fat that’s stored in the abdominal cavity), but a release says that the campaign is about creating an emotional platform that’s as compelling as its products.

How: The campaign’s anchor video, “One size fits one,” looks to dispel the long-held belief that weight and overall health are inextricably linked, showing what might ordinarily be construed as “plus-sized” people engaging in vigorous health and fitness regimens that include things like hands-free headstands and balletic leaps (although there is a disclaimer that these people are “trained professionals,” lest people get too carried away). “We’ve all been sold a lie,” says the accompanying voiceover. “Because health is not one size fits all. Your weight does not define you. You define you.”

The main video is being supported by a series of out-of-home and online ads that directly address the incorrect correlation between weight and overall health with headlines like “Checking only your LBS is BS,” “Turn the scales on weight” and “Take the pounds off the pedestal.”

And we quote: “The campaign takes a firm stance against the misinformation spread by the health and fitness industry—that your weight is synonymous with your health. By showcasing real people of all shapes and sizes doing extraordinary, athletic things with their bodies, we busted the weight stereotype and reshaped perceptions of health.” —Shari Walczak, co-founder, The Garden.