Who knew that finger dancing was a thing? It seems it’s not as niche as you might think – Oura, the ring that tracks health and fitness, found a finger breakdancer with 1.35 million YouTube followers and teamed her up with 14 “elite” hand dancers from 14 different countries for its new campaign. There’s even a finger dancing choreographer on board.
US agency Nice & Frank has, fittingly, done everything by hand. The production team spent three weeks building a 20-foot long city street, working miniature subway cars, a rooftop pool with real water, a skate park, hand-carved brick walls, and a motorised miniature taxi.
It’s a gear change from last year’s “Give us the finger” campaign, which featured older people as a way to promote the potential longevity benefits of tracking your health. But it’s an equally strong creative performance from the independent agency, and good to see that they are still going for creativity over celebrity. Currently the clear market leader, Oura is now facing stiff competition from giants like Apple and Google so the work has to be good, as well as the product.
If you’re in the market for a fitness tracking ring that costs up to £500 (with subscription charges on top) this might well nudge you into it.
MAA creative scale: 7.5
