On - Swiss Made. UK Played. Campaign

Challenge
For our D&AD New Blood submission, we were challenged to help On connect with Gen Z through their Swiss-engineered footwear and apparel. While the brand was known for performance and precision, it hadn’t fully resonated with younger audiences—especially Gen Z in the UK, who already live in activewear. This group values quality, style, and gear that keeps up with their fast-paced routines. On needed a campaign that felt both grounded in its Swiss roots and relevant to how Gen Z moves through the world.

Solution
I co-led the campaign alongside Caterina Di Canio, helping shape the strategy and creative direction. We built the concept around a simple but powerful idea: Swiss Made. UK Played. It bridges where the product is made with where it’s meant to move. While On is engineered with Swiss precision, we positioned it as being built for the everyday reality of UK city life—commutes, quick runs, and everything in between. The visuals were clean and elevated, while the messaging highlighted effortlessness, movement, and style. We created out-of-home and social mockups that reflected Gen Z’s lifestyle and the idea that performance gear should blend into your day, not interrupt it.

Result
Swiss Made. UK Played. reframed On as a brand designed for real-life motion—not just performance. The campaign made On feel more relatable, stylish, and aligned with how Gen Z lives and moves. Our tagline, Feel Nothing. To Feel Everything., captured the essence of the product—lightweight, distraction-free, and built to keep you moving forward. It brought clarity to the brand’s voice and made On feel both technically advanced and culturally in touch.