Swiss Running Brand On Celebrates Joy of Movement Through Dance Via ‘Move Like A Human’

To promote its CloudTec technology, Swiss running brand On worked with choreographers Sasha Waltz and Justin Peck for an April dance based campaign called ‘Move Like a Human’.

 

The campaign – which promotes On’s ‘Movement’ collection (including the Cloud X 3 Shift, Cloudnova, Cloudnova Form, Cloudswift 3 and the Cloudnova Flux) – seeks to link the Swiss Alps based shoe brand’s CloudTec (a patented cushioning system which activates only when the wearer need it during landing) – to the actually sensation of running across clouds.

 

‘Move Like A Human’ revolves around a film choreographed by Waltz and Peck which draws inspiration from how we all move through urban spaces and which seeks to show beauty in everyday movements. It was Directed by Luca Homolka, it sees Peck melt into a group of dancers led by Celine Celeesi, Ricco-Jarret, Nicholas Isaiah King Rose and Samia Hofmann.

 

The video dropped across digital and social platforms on 24 April and blends mundane and unique dance movements echoing the ‘grace and power of flexing limbs as a body arcs through space’ while urging viewers/consumers to follow the brand online.

 

 

The hero ad was shot at Berlin’s Tempelhof: one of Berlin’s first airports which closed in 2008 and is now a 953-acre site with a park that attracts the city’s runners, dancers and sports teams.

 

It was supported by additional content including a Q&A about the deeper significance of movement and even a Behind-The-Scenes reel.

 

 

 

 

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This latest marketing burst builds on the brand’s previous film called ‘Beyond the Mountain,” which was released several months ago and featured Peck in a more personal context. The idea was to explore his life in movement and used the Alps as a metaphor.

 

 

This On campaign also follows on from 2021’s ‘The Power Of Pause’ and ‘Untethered’, as well as 2019’s ‘Superfrau’,