ON
This project involved creating a campaign idea based on a brand brief for the Swiss athletic brand On as part of the D&AD New Blood competition. The task required analyzing On’s background, including its innovative technologies, and developing a marketing strategy. The creative campaign aimed to increase brand awareness among Gen Z with a disruptive idea, focusing on On’s unique product benefits and performance. The brief also explored the most effective communication channels for engaging the target audience, particularly through social media platforms.
PROJECT DESCRIPTION
What made this project particularly interesting was the need to stay aware of the constant shifts in social media trends and the evolving demands within the sports community. A key insight that emerged during research was the significant dissatisfaction many people felt with their workout gear, which became a strong starting point for the campaign.
Since the target audience was Gen Z, research showed that humor is one of the most effective ways to connect with this group. Therefore, we incorporated humor into the campaign to ensure it resonated with them. The project utilized various tools such as Premiere Pro, After Effects, Photoshop, and Procreate to bring the campaign to life in a visually compelling manner.
The core idea for the creative campaign stemmed from On’s mantra, "Feel nothing to feel everything." To make a disruptive impact, we decided to challenge societal taboos around nudity, using it as a way to capture attention both on social media and through traditional marketing, such as billboards. To add a layer of interactivity, we enhanced the billboards with lenticular technology, which made them more engaging for viewers.
