Fitness crazes have exploded in the last decade and fitness trackers are now a must-have item for anyone who wants to exercise or lose weight. Joe Boxer launched Inactivity Tracker, a tongue-in-cheek device that encouraged you to do as little as possible during the day, through a mobile app. On top of the usual marketing channels, FCB Chicago created a “Lounger Games” video, a sports event spoof in which two guys competed in sofa-lounging.

At the time of the tracker’s launch, social engagement increased over 300%, the tracker itself sold out within days and pyjama sales went up by 64%.