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Fitbit

Who’s counting?

Looking back with Fitbit

A microsite for Fitbitters who want to know the truth, sort of.

At the end of 2013, Fitbit asked us to come up with something cool for the holiday season.

So we did this microsite where Fitbitters could compare their achievements over the past 12 months to the (somewhat dubious) achievements of various (real) animals.

In addition to providing some light entertainment, the site also drew attention to Fitbit’s products for the holiday season.

Our role:
concept, illustration, animation, and development.

Walk the walk

Tall tales from the animal kingdom

The concept was simple: Show Fitbit users how much further than a group of (slightly fictional) animals they’d traveled that year.

If you traveled more than 2.5 miles: That's more than the length of New York's Central Park.
          A golfing Panda would need to hit a golf ball 4400 times to make it that far. Well played!
If you traveled more than 25 miles: That's more than the length of a Marathon.
          A turtle would take 364 days to skateboard that distance. Nice work!
If you traveled more than 62 miles: That's more than the distance to space from
          Earth. A frog on the moon would need to jump 5456 times to reach that distance.
          Out of this world!
If you traveled more than 161 miles: That's more than the length of the Monaco Grand Prix.
          It's also 10304 times further than the record holding distance of a drag-racing toucan. Bravo!
          Out of this world!
If you traveled more than 215 miles: That's more than the distance from London to Paris.
          It's also 172 times further than Lenny the pig's historic, yet unfortunate, jetpack flight of 1969.
          Unbelievable!
If you traveled more than 300 miles: That's more than the length of Ireland.
          It's also what it would take to run around a pufferfish expanded to 527057 times its normal
          size. Way to blow it up!
If you traveled more than 500 miles: That's more than the length of the Serengeti.
          It’s also the exact height of a rollerskating unicorn balancing 31679856 dinner plates. Fantastic!
If you traveled more than 750 miles: That's more than the length of the Alps. A penguin
          would have to climb a 750 miles-high snowman to reach that distance. That's epic!
If you traveled more than 840 miles: That's more than the length of the California Coast.
          It's also 740 miles further than the longest distance ever travelled by a Moose on a
          jetski while taking a selfie. Well done!
If you traveled more than 1000 miles: That's more than the length of the New Zealand.
          It's also 1000 miles further than the record set in the Kiwi Extreme Flight Challenge. Excellent!
If you traveled more than 1150 miles: That's more than the length of the Tigris River.
          It's also the exact height of a T-Rex riding a 1150 miles high unicycle. Nice work!
If you traveled more than 1600 miles: That's more than the length of the Great Barrier Reef.
          It's also 1600 miles further than a squid flew in his first and only attempt to shoot himself
          out of a cannon. On fire!

Tie in

Showcasing Fitbit

Why not take the opportunity to remind users of the new Fitbit products for the holiday season?

Showing progress

Illustrations for key calendar days

To spice things up, we created a set of cute illustrations showing up on the days when users had done well, or not so well.

Most active weekday
Most active weekday
Least active month and day
Least active month and day
Most active day
Most active day

Big screen, small screen

Making it all responsive

Fitbit users come in all shapes and sizes. So did the Fitbit holiday site.