“Energising young dreamers by electrifying their runs in a music-led global brand campaign ”
The brief Get 18-30s to see On as a serious running brand. With a serious running shoe – the Cloudmonster 2. Via an energy-inducing awareness-grabbing campaign making young dreamers feel the energy only a run can give them.
The platform MAX ENERGY. ALWAYS. A music-led campaign with a track and DJ sets tailored by neuroscientists for running. Hosted on the world’s best online radio and launched with an actual music video. And raves. And influencers.
Jayda G worked with Kinda Studios to create a neuroscience-approved run track launched with a music video.
NTS Radio joined in – collabing with Kinda and Yaeji for DJ sets lab–tested for runners – and hosting influencer-hosted run-raves to take the NRG to the max. Along with our own events. And a provocative OOH campaign.
WE PUSHED THE PRESSURE POINTS WITH OOH.
From Berlin to Tokyo to NYC a suite of lines energised young dreamers stuck behind screens to exit via the world of running. Which doubled up as an important brand voice articulation. An extension of the much-liked FW23 OOHs.
BRINGING THE STORY TO SOCIAL.
Our music video did the job on paid social. Partnered and organic get to work telling the behind-the-scenes stories.
NTS RADIO BROUGHT NEW EYES (AND EARS) TO ON.
DJ Yaeji worked with Kinda for a neuroscience set to run to in Energy Theory with Yaeji – which you can hear below.
OUR EVENT PLATFORM WAS ROLLED OUT GLOBALLY. AND IT WORKED.
Our idea of ‘Energy Nights’ (nighttime runs and post-run raves) rolled out from Sao Paolo to Seoul. And communities really, really enjoyed it. Proper DJs. Well-curated post-run experiences. Marathon OOH hijacks to promote.
Promo vid from Sao Paolo on the left. Seoul event on the right. Berlin below.
