“An antidote for the online generation”
The brief Engage a new generation of runners through collective empowerment for On’s global brand campaign.
The platform RUN TOGETHER. A solution to our online age and modern isolation. A celebration of community and the joy of discovery. 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 + run crews link ups. Plus 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 with over 50 million impressions in the first month.
LANDING CHARACTER THROUGH COPY IN OUT OF HOME.
My statement-led headlines landed our rallying cry against norms faced by modern youth in stop-and-stare statements – landing our attitude from Chicago to Munich to Paris.
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.
To reveal the real-life magic of running together we paired influencers with runfluencers across the globe. With our talents sharing their intimate moments of inspiration post-run, with followers.
THE FLOW LEAGUE PROVIDED A STUNTWORTHY EVENT EXTENSION.
We ideated the flowleage. A paired-with-strangers relay and knock-out competition on a multi-storey car park in Paris. Along with similar events at lower-tier stores.
AND THEN WE SOLD SOME SHOES.
