The Multi-You

Gen Z's life is emotionally complex - every day demands something different. Swiss engineering, encapsulated by the iconic Swiss Army Knife, is innovative, versatile, and precise. Designed for any situation, the Swiss Army Knife reflects On’s philosophy: crafting gear that moves, adapts, and performs for every version of you. The Multi-You: A campaign highlighting Gen Z’s dynamic lives with On's multi-purpose apparel. Activated through outdoor digital posters, interactive fitness billboards, interactive motion window displays, and an immersive in-store experience.