Run Together
On’s global FW24 brand campaign required speaking to younger audiences, as an
important milestone in how the brand is seen today. The idea? Running as an antidote for the online generation.
Our response celebrated community and the joy of discovery,
in 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 + run crews link ups. Plus partnership content with i-D Magazine focused on culturally-relevant crews in key cities.
A global OOH campaign set firsts for On. Run Together events ran from Zurich to Paris. Website, editorial and targeted banner campaigns drove later, lower-funnel comms for the campaign – overall getting 50 million impressions in the first month.
WE DECIDE OUR OWN CHARACTER LIMIT
The Run Together global OOH campaign targeted our audience and cause. A big step for establishing On’s TOV to the world from Chicago to Munich to Paris.
i-D MAGAZINE PARTNERSHIP
Extending the launch moment into phone screens, we partnered with i-D to bringe Black Roses (NYC), Division BPM (Berlin) and creatives together as they explored meaning and community.
INFLUENCER CAMPAIGN
Extending to new communities, we paired influencers with runfluencers across the globe, as they shared their moments of inspiration on runs together on TikTok and Instagram.
AND WE SOLD MORE SHOES
As with all On campaigns I wrote the copy from billboard to banner to product tile.
It’s just that master copy sheets don’t look as good as videos.