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 youâre not doing."
Creative Team: Thiago Cruz, Bruno Guimaraes, Gustavo Dorietto, Gabriel Schmitt Designer: Matthaeus Frost, Jordan Sparrow Copywriter: Matt Everts
