ON | D&AD

To create an integrated campaign that communicates the lightweight, distraction-free benefits of On’s Swiss Engineered apparel through the core message: “Feel Nothing. To Feel Everything.”

The campaign must make Swiss innovation feel exciting and emotionally resonant for Gen Z. It should celebrate movement, individuality, and performance while building a sense of community and brand loyalty through disruptive storytelling across social, experiential, and digital platforms.

You’ll need to translate high-performance tech into an emotional, movement-driven message that resonates with Gen Z’s energy, style, and desire for meaningful experiences. The campaign should feel fresh, platform-first, and culturally relevant - skipping jargon and challenging the idea that On is only for serious athletes. It’s about building connection, excitement, and long-term loyalty through disruptive storytelling across social, digital, and real-world touchpoints.

Make Swiss tech feel cool, emotional, and relevant — not technical.