ON x D&AD
Summary
Reconnect with your nature. 2025.
Creative direction and production in collaboration
with Han Na Ji, Siyeon Park and Tracy Zeng.
BRIEF
Tell the story of On’s Swiss Engineering technology to Gen Z, emphasising on their motto “Feel Nothing. To feel everything.”
INSIGHT
Raised in a hyper-digital world, Gen Z increasingly crave for tangible experiences and real-world connections. Movement becomes their way to reconnect— with their surroundings, and senses. How can “ON” help Gen Z feel more connected and present with themselves?
IDEA
This video-led campaign adopts an emotional and sensorial approach to share On’s technology. We use nature as a metaphor to intuitively communicate On’s impact. Their movements resonate with our bodies,and push us to explore the world – all in all, On’s encourages you to “Reconnect with your nature”.