As part of the D&AD 2025 competition brief for On activewear, this campaign responds to the theme Feel Nothing to Feel Everything with a focus on Gen Z burnout.

Mental stillness is no longer a luxury—it’s a lifeline.

Stop. Breathe. Reset. is a concept-led campaign encouraging young people to disconnect from their screens and reconnect with themselves, others, and the present moment.

At its core are specially designed On lockers—spaces to physically lock away phones and mentally check back in. Just as we pause mid-workout when things get too intense, this campaign invites us to do the same in life. Stop. Breathe. Reset. A small shift in behaviour. A powerful reminder to slow down, find clarity, and move and live with intention.