Text on a black background reading "GET WIERD AT NIGHT" in bold white letters with a small logo above the text.
Black and white logo with text "GET WIERD AT NIGHT" and an abstract design on top.

On running, wanted to launch their glow in the dark Monster shoes.

If we’re honest with ourselves - the shoes are… unique. Embracing the ‘uniqueness’ style of the shoes, we chose the slogan 'Get Weird at Night' to convey the spirit of being unique, one of a kind, and unafraid to stand out.

Person wearing reflective athletic clothing and shoes in a dark setting.

For the launch, we partnered with TLV 10K Night Run

As part of the sponsorship, we provided free shoes to influencers, offered glow-in-the-dark tattoos for runners, installed a photo-op art installation, and placed strategically located billboards across Tel Aviv. This multi-faceted approach not only showcased the new shoes but also engaged with the running community in a memorable and impactful way.

Large billboard featuring an advertisement for On running shoes with the text 'Get Weird At Night' and a picture of the shoe in an urban setting, with tall buildings and trees nearby.
A close-up of a black athletic shoe with a reflective sole and upper detailing. The shoe is in motion, with a blurred background suggesting speed or running. The design features distinctive branding elements and ventilation. The surrounding is dark, highlighting the shoe's features.
Person wearing reflective sports jacket in dim light
Abstract cloud cube with blue light text 'On It!' and 'TLV 10K Night Run'.

The Installation