ON | D&AD

Feel nothing. To feel everything.

By feeling no pain, no distraction, no discomfort, you are able to have endless experiences and feel everything.

creative

The puzzle…

To create an integrated Gen Z campaign for On's lightweight, distraction-free Swiss Engineered apparel, centered around the core message: “Feel Nothing. To Feel Everything.”

Make Swiss innovation feel exciting and emotionally resonant, celebrating movement, individuality, and performance while building a sense of community and brand loyalty through disruptive storytelling.

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 challenge the idea that On is only for serious athletes.

Video concept…

emotional tone

Or this?

photography/videography style

micro emotions

By removing pain, distraction and discomfort, On creates space for infinite experience. It’s not just about performance, it’s about presence.

By tapping into the core of human experience - those moments that make us feel truly alive - we are staying true with Gen Z's deep desire for presence, authenticity and meaningful connections, all with a touch of good humour.

So go ahead, be that slightly irritating, ahead-of-the-curve person with the ultimate footwear.