Breaking through Wearables category clutter with a launch campaign that subverts “alpha wellbeing” culture.

The ‘Wearables’ category is highly cluttered and congested. Like smartphones, wearables have reached a life stage where the functionality of multiple brands is similar and there are few clear product differences. 

In 2022, Samsung challenged Iris to launch two of their ‘Wearables’ products – Samsung Galaxy Buds2 Pro earbuds and the Galaxy Watch5. This marked the first time Samsung had promoted the two products together as we looked to promote that when used together, they can help you exercise better and improve your wellbeing.

We set out to establish a counterpoint to ‘alpha wellbeing’: the toxic exercise culture of perpetual improvement, chasing ‘streaks’ and breaking PBs. 

Our research revealed there is a growing cohort of people who prefer to let their feelings guide their exercise and behaviours rather than be governed by set schedules, prescriptive data and rigid goals. 

We believe people should enjoy the process and follow their feelings, that way you move more and move better. 

Based on this insight, we looked to demonstrate a more idiosyncratic approach to wellbeing, creating a campaign that showed people exercising in a less conventional but more personal way.

Targeted at this generation of wellbeing advocates looking to use technology to support their instincts and behaviours, the campaign launched with 2x 20s films across TVC, OLV and VOD (UK & Ireland). And was supported by an accompanying Social & Digital campaign.