Running shoe brand On’s September campaign acts as a call to arms stating that women shouldn’t have to sacrifice their sport or their family.
The campaign is spearheaded by a hero film featuring Swiss triathlete and Olympic gold medallist Nicola Spirig who states “An athlete or a mother. You shouldn’t have to choose”.
On’s own company values includes a belief that no athlete should ever have to compromise their sporting career to have a family and this campaign reinforces the brand’s commitment to supporting female athletes through pregnancy and motherhood.
The three-minute spot starts with a dramatic rear shot of Spirig in a strong and commanding in a swimming costume seemingly about to dive into a cold Lake St Moritz to train. But as the narrative evolves it becomes clear she is holding her four-month old baby Alexis and thus sets the scene for a video exploring how Spirig balances athletics with motherhood – two important aspects of her life.
The Swiss triathlete, who is training ahead of Tokyo 2020, is an advocate of the idea that no one should have to choose between motherhood and a professional sporting career.
“In this day and age I believe you should be able to enjoy motherhood and enjoy continued career success, whether it’s in professional sports or in any occupation. I’m proud to be part of the assembly of professional sportswomen who are speaking out for their rights as female athletes and I believe that our collective voice is finally being heard,” said Spirig.
“My sponsor, On, is a real trailblazer in their support of parenting athletes and I am truly grateful that such a progressive and forward thinking company has given me the freedom and encouragement to pursue the joint family and competitive sporting life I choose without any restrictions whatsoever.”
“Family is our number one mantra and we encourage all our sponsored athletes – male and female – to pursue their dreams, both as a parent and as a sporting career professional. We want our athletes to perform at their optimum level and uninhibited, knowing they have the full support of their sponsor throughout their professional career and even into retirement,” explained On co-founder Olivier Bernhard.
“Nicola has mastered the craft of juggling motherhood with exceptional sporting achievement, and we are all in awe at her dedication and ability to be a world class champion inside and outside the home.”
The creative was helmed by award-winning creative and agency founder Andy Fackrell: who’s experience spans working with Wieden + Kennedy for Nike and 180 Amsterdam for Adidas and who has recently committed to environmental and socially conscious causes (including 2018’s anti-poaching film ‘A Guardian” for Over & Above Africa’.
“I’ve been lucky to work with some fairly big names for Nike and adidas, but this was the first time working with an athlete who is also a mother of three<2 explained Kackrell.
“She may well be the greatest endurance athlete in the world, and on top of this she’s also a lawyer. A Superfrau? Nicola most definitely is.”
The campaign was created for On AG’s Head of Sports Marketing Feliciano Robayna and Sports Marketing Activation Sarah MacNeil by an agency team from Andy Fackrell (Sydney) and it was helmed by Director Sam Coleman through Giant Films (Cape Town).
Others involved in the campaign included Executive Producer Anna Telford (of Butterfly Films, Cape Town), Line Producers David Horler and Catherine De la Harpe, DOP Devin Toselli.
Production designer and costume was handled by Wendy Fredriksson, the 1st AC was Miche Britz, the editor was Steve Gulik (of The Post Office, Auckland), with original music by Grayson Gilmore (Wellington), sound design and mix by David Liversidge of Big Tree Studios (Auckland), with Colourist David McLaren of Big Tree Studios (Auckland), Online/Flame James Corden of Big Tree Studios (Auckland), Post Production Producer Rachel Liversidge of Big Tree Studios (Auckland) and Creative PR Jessica Hartley of The Humblebrag (Amsterdam).
Comment:
There are echoes here pf recent campaigns featuring Serena Williams – such as the 2019 Chase ‘Win As A Mother & An Athlete’ campaign leveraging the US Open (see case study) and 2018 y (see case study) and its 2018 ‘Momma Says Knock You Out’ (see case study).
While recent years have seen several high-profile female athletes return to the top of their sport after giving birth – such as Serena Williams, golfer Stacy Lewis, and runner Alysia Montano – the issue remains part of the drive for equality in sport.
Indeed, according to a recent ESPN survey of professional athletes who are also mothers, 41% percent said their income decreased when they became mothers and this campaign comes six months after controversy surrounding market leader Nike’s approach to pregnant and new other brand ambassadors.
This On initiative aims to show clearly and defiantly just where the brand stands on the issue.
Links:
On
https://www.on-running.com/en-gb
https://www.youtube.com/user/OnRunonclouds
https://www.facebook.com/onrunning
https://twitter.com/on_running
https://www.instagram.com/on_running/
Andy Fackrell, Sydney
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