“An antidote for the online generation”
The brief On’s global brand campaign for FW23. Build on the modern phenomenon of run crews. Raise brand awareness and recall. And grow positive sentiment within 18-35s.
The platform RUN TOGETHER. An antithesis to the online age and modern isolation. A call-to-arms to go outside. A celebration of community and the joy of discovery when running together. And an ode to the unmistakable character of three key cities: New York, Tokyo and Berlin.
Launched with rappers Rejjie Snow (UK), Soho Bani (DE) and Miyachi (JP), the campaign extended onto social with influencers meeting run crews and posting try-ons. Partnership content with i-D Magazine focused on culturally-relevant crews in key cities. ‘Run Together’ events ran from Zurich to Paris. Website, editorial and targeted banner campaigns drove later, lower-funnel comms.
OOH SAW THE CAMPAIGN COME ALIVE.
Very proud of these. A rallying cry against norms faced by modern youth, cities from Chicago to Toronto saw a suite of headlines designed to catch the eye and land the counter-cultural attitude of the campaign.
PARTNERING WITH i-D EXTENDED OUR BIG BANG MOMENT TO PHONE SCREENS.
Run crews’ online audience really listen to them. We partnered with Black Roses (NYC), Division BPM (Berlin) and other cause-focused run crews as they ran together with cause-focused creatives for editorial and social content.
HERE COME THE INFLUENCERS.
We wanted to reveal the real-life magic of running together. So we got runfluencers and influencers across the globe to run together, and document it from the eyes of the runner. To release the inspiration into the world.
THE FLOW LEAGUE PROVIDED A STUNTWORTHY EVENT EXTENSION.
I wish I had the pictures. We wanted a wild location. No partnering with friends. A relay. For the Cloudflow. So we started a knock-out competition on a multi-storey car park in Paris (along with events at stores too).
AND THEN WE SOLD SOME SHOES.
