Swiss-Engineered Nothing

Dubbed ‘Generation Active,’ Gen Z brings unmatched passion and energy to movement — but they face mental barriers, busy schedules, and societal pressures. It’s easy to get caught up in the noise of life, feel overwhelmed, and neglect our need to move.

‘Swiss-Engineered Nothing’ is a minimalist, human-centred campaign emphasising On’s ‘Feel Nothing. To Feel Everything.’ mantra. By juxtaposing their apparel with Gen Z’s boundless energy, On provides the ‘Nothing’ — lightweight, distraction-free technology designed to be forgotten. Meanwhile, the wearer brings the ‘Everything’ — the passion, ambition, and spirit that brings On’s story to life. On silences life’s distractions, allowing Gen Z to focus on what matters most — the freedom of movement.

*Brief set by D&AD New Blood Awards