#FREEFROMFEAR is a multi-phase campaign developed for On, aimed at helping Gen Z overcome “gymtimidation”—the fear of training in public spaces. The centerpiece of the campaign is The Breakthrough Box, a pop-up gym installation designed to empower young people to face their fitness fears in a safe, stylish, and inclusive environment.
To access the Breakthrough Box, users first engage with a social media movement using the hashtag #FREEFROMFEAR, sharing their stories and pledging to break through their barriers. The final phase invites participants to scan a QR code outside the box and create user-generated content reflecting their positive experience—turning personal growth into public inspiration.
This campaign blends digital storytelling, experiential design, and Gen Z insight to transform a common insecurity into a bold brand moment.
Case Study
