They called them BodyBugs on Biggest Loser and marketed them through a licensing agreement with 24-hour fitness. This is the same device but re-branded for a general consumer market.
This was a proposed campaign and instead of these ads, the company went with a celebrity endorsement strategy. Regardless, the inspirational message has made this one of the my favorite campaign concepts.
I was responsible for a wide range of the process with this campaign. From setting strategic direction to art and design and the copywriting.