D&AD New Blood Submission
April 2025
For my D&AD New Blood submission, I collaborated with Jeanne Webster and Eve Blekkingh to produce a film and design a campaign responding to On Running’s brief.
A Gen Z-focused campaign for ON, celebrating chefs as athletes of the kitchen. Backed by Swiss engineering, built for those always on their feet. A D&AD submission that redefines performance wear by challenging where and how we see athleticism - through the lens of everyday grind.
A Gen Z-focused campaign for ON, celebrating chefs as athletes of the kitchen. Backed by Swiss engineering, built for those always on their feet. A D&AD submission that redefines performance wear by challenging where and how we see athleticism - through the lens of everyday grind.
Mission Statement:
ON; made for athletes, worn by hustlers, the ones who are always on their feet, moving with purpose, resilience and rhythm.
ON’s Swiss engineering is shown in a new light - in the kitchen, chefs push through heat, sweat, and chaos to create something extraordinary. Their work demands discipline, focus, and endurance. For the everyday athlete, ON’s Swiss-engineered apparel removes distractions so you can stay in motion, stay locked-in, and feel what truly matters. Because when you’re always on your feet, you need to feel nothing, to feel everything.
CAMPAIGN ASSETS -
FLIPBOOK -
Building on the balance of order and disorder established in our film, we translated the campaign into a tactile flipbook format. Creating a physical piece allowed us to capture the movement and rhythm of the campaign in a hands-on way - something our audience could engage with in person at events.
IRL POP-UP -
Our ‘lunch hour’ pop-up offers free food provided by OddBox to the everyday athletes - the young movers of London - and a place to take the weight off their feet and nourish their bodies.
Free food in London would attract the Gen Z’s with our bespoke logo, packaging, coasters and menus are designed to be photographed and spread on social media.
LOGO -
MENUS -
FOOD PACKAGING -
COMMUNICATIONS -
IRL POP-UP SOCIALS -
WEBSITE MOCKUPS -
© MILLIE TOMLINSON-NAYLOR 2025