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Honest Eggs Co. and VMLY&R have launched FitChix, the first-ever fitness trackers designed for chickens. Accompanying the innovation is an integrated campaign designed to show people how free and healthy Honest Eggs Co. chickens really are. VMLY&R collaborated with Airbag to create ergonomic, chicken friendly fitness trackers that doesn’t impose on day-to-day life and behavior. Multiple prototypes were engineered and calibrated to properly capture the activity levels of individual chickens – including step counts, which are printed onto the eggs that Australians buy at the supermarket. As well as the fitness trackers and step count on each egg laid, FitChix will appear in OLV, OOH, Social and in-store to educate consumers on the importance of sustainable, regenerative farming practices.
Credits Other credits

Honest Eggs Co. :

Co-Founders Honest Eggs Co: Paul Righetti / Ian Garsed

General Manager: Roger Boyd

Manager Events & Sales Execution: Jeanette Wong


Lead Producer: Mel Herbert

Producer: Fiona Norman

Junior Producer: Maddison Fricker

Lead Editor: Alek Janev

Director & Editor: Sara Glaoua

Head of Design: Lewis Brown

Designer: Brock Willis

Managing Director: Sarah Bailey

Group Business Director: Rhys Thomas

Account Executive: Russell Philip

Marketing & Business Development Director: Charmaine Griffith


Creative Technologist: Steven Nicholson

Daniel MacNish: Technologist

Producer: Nick Venn

Managing Partner: Adrian Bosich

Head of Production: Martin Box

3D Modelling: Henry Bullen

3D Printing & Production: Nick Pledge

Concept Artist: Xavier Irvine


Consumer Practise Director: Jessie Gogan

Account Director: Georgina Dawson

Media: GroupM

Head – Digital Investment: Deepak Tahiliani

National Head of Investment: Claire Butterworth

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