Hatching an idea: VMLY&R’s Paul Nagy on FitChix campaign’s cracking success
VMLY&R’s ‘FitChix’ campaign has won just about every award, but what came first: the chicken, the egg, or the idea? Chief creative officer Paul Nagy explains.
Developed for Honest Eggs Co., the campaign, led by group ECD Jake Barrow, launched in March this year, and took an unconventional approach to showcasing the health and happiness of the brand’s chickens.
VMLY&R worked with tech team Airbag to create a fitness tracker for chickens, to prove the farm’s free range credentials. Multiple prototypes were engineered to capture the activity levels of each chicken, including step counts – which are printed onto every egg before they are sent to supermarkets.
“It came from such a beautiful problem,” Nagy says. “There was a very clear issue when people walk into the egg aisle at a supermarket and are confronted with a whole bunch of eggs – cage free, free range, and all those different names.
Name the creative team Paul.
Fantastic idea. I’m curious; does the agency or client own the IP? The mention of overseas enquiries suggests the former.