TOM BARNFIELD
Currently Global Creative Copywriter at On .
01
ON – SOFT WINS
For SS25, we had a global hit with a radical idea. Softness Wins.
A hot take in a world of shouty podcasters, non-stop hustling and endless self-optimisation.
And it flew. Featuring Roger Federer and Elmo – all the way to the Super Bowl and Time’s Square.
See more –>
Press:
Complex
New York Times
Sports Illustrated
Washington Post
Hypebeast
Vogue
Stats:
AVE €28m
Editorial reach 4.3B
02
ON – RUN TOGETHER
For FW23, we celebrated running together as an antidote for an isolated generation.
One where you decide your own character limit.
An ode to collective empowerment with Rejjie Snow, Soho Bani and Miyachi in New York, Tokyo and Berlin.
See more –>Press:
i–D Magazine
Stats:
50m impressions in first month
03
ON – RUNNING INVENTED...
In SS23 we doubled engagement for On’s global brand campaigns. The idea: running invented everything.
Bolstering our innovation credentials, our challenge showed a cast of creatives unlocking the all-powerful flow state with Dr Michael Mannino.
Ending at MoMA PS1 NYC with over 1500 attendees.
See more ->
Press:
Vogue
i-D Magazine
Mashed
Stats:
110m global OOH impressions
26m social impressions
X2 engagement of any previous campaigns
04
MINI – GLOBAL REBRAND
MINI’s global rebrand began its resurgence. And it began with redefining the voice of a cultural icon.
To grow beyond its eccentric British roots, we set the copy rules for a luxury brand with global clout.
See more ->Stats:
Won account for Iris
05
ON – MAX ENERGY ALWAYS
We partnered with NTS radio and Jayda G to electrify runs with the Cloudmonster 2.
Then joinied neuroscientists at Kinda Studios to create a scientifically-pumping run track –with music video.
Energy Theory saw Yaeji pump out a lab coat-informed mix series, and our run-rave event concept went worldwide from Sao Paulo to Seoul.
See more ->
Links:
NTS Series
06
YOTI CASANOVA
A simple viral video idea with over 32 million views, highlighting the dangers of online dating.
It won a Shorty Award, Cannes nomination and Campaign’s Pick Of The Week.
See more ->
Press:
Campaign Pick
of the Week
Shorty Award
Stats:
32m views
07
EUCERIN SKINTERVIEWS
For the brand’s first global campaign we dove past skin-deep with intimate portraits of 6 skincare stories.
An important step in diversifying the brand’s image.
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08
NOKIA KEEPS GETTING BETTER
A copy-heavy rebrand winning the global account for GREY London – their largest at the time.
See more ->Stats:
Won Nokia for GREY LDN