THE BRIEF Disrupt running culture with a Superbowl-worthy idea for On’s 2025 global brand campaign. Gain worldwide attention with a revolutionary, softness-focused message – and launch the Cloudsurfer 2.
With the world’s-softest star – Elmo – we took it to the Super Bowl and Time’s Square. A brand first for On.
Capitalising on buzz after Roger and Elmo’s Super Bowl spot, we launched + sustained on organic social with Olympian Yared Nuguse, podcaster Rich Roll and more.
We let our no-pressure TOV breathe across global OOH, store fronts, captions and long copy – all underpinned by Soft Wins. Don’t be so hard on yourself.
In retail design we suggested the ultimate Soft Wins experience – using the CloudTec Phase silhouette and plush furnishings to dramatise Soft Wins and the Cloudsurfer 2 story.
THE RESPONSE I wrote and platformed SOFT WINS.
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. It was time to pad it out.
Soft Wins in the Cloudsurfer 2.
With Builder’s Club, our CG ads visualised the CS2’s extra-ordinary softness across paid media. Alongside the line ‘Soft is effortless. Soft is Cloudsurfer 2’.
And used social-first craftspeople to land the Cloudsurfer 2 in a sticky way to an everyday audience.
RESULTS AND COVERAGE (SO FAR)
An AVE of $31M and Editorial reach of 4.3B so far. Alongside with the widest coverage of any On campaign to date.
