On>>Soft Wins>>

“Don’t be so hard on yourself.”

Yeah, you tell ‘em, Elmo! ‘Soft Wins’ was an idea by the On internal team that needed some sharpening and something special to really make an impact and bring it to life… This came in the form of B13 developing and presenting the concept of none other than Elmo as their global ‘Soft Wins’ ambassador (initially presented as a one-page-only-deck!). The rest is a ball of red, fluffy, adorable history with over 60 million views across various platforms, and positive engagement – that included On’s first ever Super Bowl ad! 

Wonderfully executed by On and the team at Flower shop NYC, while B13 continued to quietly creatively consult in the shadows throughout the process. Yes, Soft Wins,  but Teamwork Wins too! Directed by Daniel Wolfe via Love Song. Stills shot by Samuel Bradley Studio. And of course, impossible without the magic of the good folks at Sesame Street & Jim Henson’s Creature Shop. Oh, and Roger Federer who did his best efforts in attempting to explain how tennis works to Elmo. It’s deuce, not juice!