The Slowest Race Ever by On

D&AD NBA 2025 Submission

​

Deliverables: pitch deck & video

The Brief: The challenge was to link On's Apparel wear integrated with Swiss Engineering Technology to resonate with Gen Z audiences, combining their core message to "Feel Nothing, To Feel Everything".

​

Our Proposal: A social campaign spanning 6 races over 6 months all across London.  Gen Z are chronic multitaskers pushed around in an environment that favours instant results, picking up unhealthy routines centred around quick fixes. The Slowest Race Ever aims to cut through the hustle and noise of today’s fast-paced chronically online culture, for one that focuses more on the here and now, fostering slow habits that cultivate physical and mental wellbeing that keep this generation young — at a pace defined by them and no one else. On is giving this gen the power of weightless movement free from expectations of society, in exchange for feeling everything slow living has to offer.