VMLY&R Wins Gold Lion at Cannes for Honest Eggs: Fitchix

VMLY&R Melbourne has won a Gold LION in Outdoor for their campaign ‘FitChix’, which also took home a Silver, Bronze, and Shortlist in Outdoor – Market Disruption, Design for Promotional Items, and Ambient Outdoor, respectively.

Honest Eggs Co, an Australian egg farming brand, teamed up with VMLY&R in Melbourne, and production studio Airbag to create FitChix – the world’s first fitness tracker for chickens. FitChix creates consumer transparency on animal welfare by capturing the activity level of individual chickens and printing their step count directly on the eggs sold in supermarkets. 

Paul Nagy, chief creative officer for VMLY&R APAC said the campaign was: “One of the purest and most joyful ideas I’ve ever had the privilege to be involved with – I hope every egg in the future has the chicken’s happy lifestyle printed on the shell.”

Honest Eggs Co is an Australian egg farming brand committed to 100% transparency and high animal welfare standards; its eggs are farmed using regenerative farming methods and its chickens benefit from space to roam (fewer than 30 chickens per hectare, compared with the government’s regulation for free range of 10,000 per hectare). 

The campaign is inspired by the insight that the egg industry is a minefield of naming conventions designed to sound like the chickens are getting a pretty good deal, when the reality is often otherwise. FitChix enables consumers to monitor chickens’ welfare for themselves by capturing the activity level of individual chickens and printing their step count directly on the eggs sold in supermarkets. The FitChix trackers are ergonomically designed fitness trackers that don’t impose on the day-to-day life or behaviour of the chickens. 

Since the launch of the campaign, supply has completely outstripped demand. New stockings applications also increased 222%.