Client: On

Client: On

Problem: Tell the story of On’s Swiss Engineering apparel technology to a generation already hooked on activewear who don’t know what they’re missing.

Big idea: Let your victory be the story, not your wardrobe.

Additional Credit: Copy Writer; Catie Rokkos

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Digital

Partnering with NBA 2K25, “Unlaced” introduces an in-game glitch where default shoes fail mid-game, prompting players to switch to On shoes for power-ups and better stats.

Players will randomly start tripping and falling mid-game.

Players will randomly start tripping and falling mid-game.

A pop-up will appear on the screen to show what is happening to the players.

A pop-up will appear on the screen to show what is happening to the players.

Players can go into the game and change players shoes to wear On Shoes to reverse the effects of falling.

Players can go into the game and change players shoes to wear On Shoes to reverse the effects of falling.

Next

Do whatever the f*ck you want.