Running Brand On Gives Roger Federer Tennis Inspired Shoes a Colourful Twist

Hybrid animation production company and artist management agency, Jelly, were approached by Swiss performance running brand, On, to create a campaign for the tennis-inspired trainer collection co-created with Roger Federer, THE ROGER Advantage. The new coloured outsole featuring CloudTec comes in various colours and aims to target a younger market.

Jelly were responsible for the creative development, strategy, and creation of the digital campaign assets, pulling together a hand-picked selection of specialists from within their network to build a bespoke team capable of conceptualising a brief, developing a social strategy, and presenting three creative routes.

Jelly’s founder and creative director, Charlie Sells, led the creative process: “It was a pleasure to work with On, they were open to collaborating and with an incredible mutual trust allowed for a seamless partnership.  We were able to identify core needs from the brief which in turn led to the strategy and final concept. We pushed outside of their current branded approach to create a surreal depiction of a world celebrating the rise of ‘comfy’, a crucial USP for THE ROGER Advantage. The final content sits perfectly in the lifestyle space to attract the desired younger audience. We can’t wait to work with On in the future.”  

Artist Eva Cremers was selected to design and direct the campaign, utilising a more abstract evolution of her signature playful, graphic CGI style which would appeal equally to the lifestyle nature of the product and the younger market being targeted.

Eva comments: “On were great to work with because they were so open and really let me free creatively. To highlight the shoe’s softness even after hours of rushing through the day, we used different scenes and surroundings for the shoe to shine. Championing its technical features but also showing that it’s a shoe for every day, the best of both worlds! I really enjoyed exploring the playfulness and the hints towards Federer with clever tennis elements involved, and a cute tennis ball character ‘Fedz’ as the hero!”

The campaign, which consists of a 30-second social film, three 10’ second cut downs, four stills, and social stickers, goes live on Tuesday 22nd March across On’s social channels, website, newsletter, and POS.

Global head of performance All Day, Gérald Marolf comments: “Working with Jelly was great. The team is energetic, creative and passionate, not to mention proactive and efficient. Eva Cremers is a brilliant illustrator and really brought the campaign idea to life with her playful style”

This campaign is one of an increasing number where Jelly have collaborated directly with a brand or its in-house creative department from the idea, script, or brief stage right through to delivery.