For years, the sports brand ON, whose partner is tennis star Roger Federer, has accompanied the runner Lobalu. It would be impossible for him to compete in Paris as a stateless person. But today is the day! The brand describes his journey there with impressive storytelling.
© On
ON from Switzerland, which is one of the fastest growing sportswear brands in the world, has always gone its own way in its marketing.
Instead of sensational spots, she puts on ambitious storytelling and supporting athletes who make a difference.
These include the Runner Dominic Lobaluwho lost his parents at the age of nine and later fled war-torn South Sudan via Kenya.
It is actually almost impossible for a stateless athlete to compete at the Olympics. But Lobalu, whose path to becoming one of the best runners in the world is already described in the campaign film “The Right to Race” that was acclaimed in Cannes, has made it.
After a true crime storywhich also included the 25-year-old falling on the home straight during the preliminary round three days ago, he will officially start at the Olympic Games in Paris this evening.
At the Men’s 5,000-meter racewhich is one of the highlights of the Olympic Games that are coming to an end.
© On
Campaign with ambition
Lobalu’s path to the Olympics, his close relationship with his coach, his dreams and his drive, are covered in the Campaign-Film »To Chase a Dream« which just celebrated its premiere.
Nine minutes It is long and tells the story of how Lobalu started walking. When he was tending goats and had to chase those that had escaped to other properties.
On the competition he says that running is always painful. But that he knows that those running in front of him are in the same pain. And so he goes one step further – and listens not only to his heart as the engine of his body, but also to his feelings.
The film is as personal as emotional and shows the person behind the competition, a refugee who sometimes seems quite lonely, but at the same time is happy to be running for his new home Switzerland and hopes to raise awareness of his Didinga people through his success.
Once again, ON shows how much more a The Campaign Film can actually be, what claim it can have and what kind of message for whose authenticity it
We definitely will the run today Don’t miss it under any circumstances.
Tags: film, campaign
