SCHWEBEN

Challenge:

Highlight On’s Swiss-engineered technology by capturing the feeling of movement and conveying their “Feel Nothing. To Feel Everything” mantra.

Solution:

We’ll visually plant the idea that On produces the most lightweight apparel in the game by positioning them not as exercise, but as freedom. We’ll center the campaign around Schweben–the German word for “to float”--and convey that with On’s Swiss-engineered technology, you’ll move without limits, without weight, and without worry.

Copywriter: Lakshmi Sinha

Art Director: Riley Shafer