Dream runner
On Cloudflow by Chord and Thomas Traum, UK

Dream runner

UK – Chord’s interactive online experiences aim to recreate the endorphin rush of running to promote On’s latest shoe.

On Cloudflow campaign by Chord and Thomas Traum, UK

UK – Chord’s interactive online experiences aim to recreate the endorphin rush of running to promote On’s latest shoe.

  • Chord wants to appeal to runners’ emotional connection with their sport over their interest in technical details
  • Each experience immerses the viewer in a rich visual landscape designed to recreate the experience of runner’s high

Digital studio Chord has worked with artist Thomas Traum to create a series of four immersive online experiences in which users travel through rich visual and audio landscapes, with each promoting a different aspect of On’s latest running shoe.

On’s new product is designed to help the wearer more easily achieve a state of runner’s high, the endorphin rush reached when working out. Rather than confusing consumers with technical jargon, Chord aims to recreate the euphoric state induced by exercise, therefore appealing to runners’ emotional connection with their sport.

Each of the interactive experiences uses a Poly-reality aesthetic to help communicate the way in which On’s footwear technology contributes to athletes’ ability to reach their peak physical and mental state.

The Big Idea

Brands are quickly realising that today’s consumers are more interested in the emotional experience that a product offers than in its technical details. Read our macrotrend The E-motional Economy for more.

Discover More Daily Signals
Ulta Beauty opens UB Marketplace to 100 emerging brands

Daily Signals

Ulta Beauty opens UB Marketplace to 100 emerging brands

Ulta Beauty has launched UB Marketplace, a new online platform introducing more than 100 emerging beauty and wellness brands to its website and app...
Beauty : Retail : Ecommerce
Travel platform Curated Spaces is powered by trusted tastemakers

Daily Signals

Travel platform Curated Spaces is powered by trusted tastemakers

Travel start-up Curated Spaces has launched a booking platform that puts personal style, trusted recommendations and curated experiences at the hea...
Travel : Hospitality : Digital
Stat: Gen Z women are shaping a new liberal majority in the US

Daily Signals

Stat: Gen Z women are shaping a new liberal majority in the US

New polling highlights a sharp political gender gap within Gen Z, positioning young women as the most liberal demographic in the US, according to a...
Youth : Politics : Gen Z
Heineken transforms Seoul’s rooftops into social sanctuaries

Daily Signals

Heineken transforms Seoul’s rooftops into social sanctuaries

Heineken is transforming Seoul’s empty rooftops into vibrant social spaces as part of a new campaign combatting urban loneliness and removing barri...
Culture : Drink : Loneliness
Feeling introduces transdermal energy patch to combat daily fatigue

Daily Signals

Feeling introduces transdermal energy patch to combat daily fatigue

Manchester-based wellness brand Feeling has launched a transdermal energy patch designed to address persistent fatigue in individuals who maintain ...
Health : Wellness : Supplements
Stat: Gift cards become inflation-era solution for festive shoppers

Daily Signals

Stat: Gift cards become inflation-era solution for festive shoppers

As inflation continues to put pressure on spending, gift cards are set to dominate this year’s festive period in the US. According to Blackhaw...
Retail : Consumer Spending : Inflation
Yōjō harnesses vagus nerve technology for everyday wellbeing

Daily Signals

Yōjō harnesses vagus nerve technology for everyday wellbeing

Yōjō is a new wellness eco-system using non-invasive vagus nerve stimulation (nVNS), biofeedback and human coaching to help people calm their bodie...
Health : Wellness : Technology
OpenAI launches agentic AI shopping system

Daily Signals

OpenAI launches agentic AI shopping system

ChatGPT users in America can now shop directly within conversations through OpenAI’s new Instant Checkout feature, available to Pro, Plus and Free ...
Technology : Retail : Agentic AI
Stat: The running boom is powering New York’s economy

Daily Signals

Stat: The running boom is powering New York’s economy

Running is proving to be big business for New York, according to the latest Economic Impact Study from New York Road Runners (NYRR).
Sport : Health : Running
Vacheron Constantin’s La Quête du Temps stars in Louvre exhibition

Daily Signals

Vacheron Constantin’s La Quête du Temps stars in Louvre exhibition

Luxury Swiss watchmaker Vacheron Constantin has unveiled La Quête du Temps at the Louvre, a monumental automaton clock to celebrate the brand’s 270...
Luxury : Watches : Retail
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN