The brief On’s 2025 global brand campaign. Make On the choice for Everyday Runners who love soft run shoes. Keep disrupting the Big Top 5 with a rebellious point of view. Make it Super Bowl-worthy. And launch the Cloudsurfer 2.
After writing the handbook on Soft Wins (literally),
we worked alongside Flowershop to take it to the Super Bowl and Time’s Square in a brand-first for On.
Capitalising on buzz after Roger and Elmo’s Super Bowl spot, we launched + sustained on organic social with key figures like Olympian Yared Nuguse and Rich Roll, below.
Across copy we went playful and relatable – written into every OOH, store front and social media post like below. Underpinned by: Soft Wins. Don’t be so hard on yourself.
Working with the retail design team we delivered the ultimate Soft Wins experience – using the CloudTec Phase silhouette and plush furnishings to dramatise Soft Wins and the Cloudsurfer 2 story.
The response SOFT WINS. I remember the exact Jordan Peterson ad I was served before writing it.
A rallying cry against the social norm. At the top of it – shouty podcasters, divisive politicians, hustle culture and celebration of 'the grind’. At the bottom – hopelessly cool run crews, chiselled influencers plus ‘go hard or go home’ rhetoric. And a certain competitor’s ‘Winning Isn’t For Everyone’ campaign.
Soft Wins in the Cloudsurfer 2.
We worked with Builder’s Club for CG ads that visualised the CS2’s extra-ordinary softness across paid media.
And used an ensemble of social-native craftspeople to land the Cloudsurfer 2 to an everyday audience.
(More to be added including)
OOH A statement-led global campaign making our Soft Wins position crystal clear.
Hero film For Social and CTV with our mega-talent communicating our manifesto.
Social storytelling Telling the intimate stories that powered Gold medal-winning athletes and a tennis Grand-slammer.
Race activations At global marathons with SOFT WINS HUBS for pre-race inspiration and post-race wind-downs.
Experiential With SOFT WINS tournaments and events (with edible medals and sensorial experiences).
Partner content Through global media houses and editorial content and their own suggested talents.
Owned editorial and eCRM For usable SOFT WINS content – think ‘Run slow to go fast: a walkthrough’.