Arthritis, bone and joint supplements are perceived as a product for old people. Blackmores wanted to shift perception and encourage uptake amongst younger audiences. The challenge? They think they don’t need it.

Despite their active, performance-driven lifestyles, our audience is consistently outperformed by an unlikely competitor: their pets.

Using published biomechanical data, we translated pets’ step counts and turned them into Strava routes—challenging our audience to race against their pets.