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 campaign that communicates the lightweight, distraction-free benefits of On’s Swiss Engineered apparel through the core message: “Feel Nothing. To Feel Everything.”
The campaign must make Swiss innovation feel exciting and emotionally resonant for Gen Z. It should celebrate movement, individuality, and performance while building a sense of community and brand loyalty through disruptive storytelling across social, experiential, and digital platforms.
You’ll need to 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 culturally relevant - skipping jargon and challenging the idea that On is only for serious athletes. It’s about building connection, excitement, and long-term loyalty through disruptive storytelling across social, digital, and real-world touchpoints.
Make Swiss tech feel cool, emotional, and relevant — not technical.
Video concept…
THE ANSWER The original message of the “Live in Levi’s” campaign was clear: if you wear Levi jeans, you live in Levi’s. I wanted to twist this concept and put the emphasis onto not only the enduring appeal, but the “live”; representing what Levi stands for: authenticity, individualism, self-expression, optimism and empathy. It connects the product with an emotional space that celebrates individuals living their lives to the fullest in their Levi's. Levi has always been an approachable brand that connects people so I aimed to keep the tone down to earth and personal, as if what you are seeing in the ad is simply a reflection of who we are.
Storyboard…
The solution!
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