Veteran creative director Andy Fackrell has created an inspirational campaign for running she brand ‘On’, featuring Swiss triathlete and Olympic gold medalist Nicole Spirig.
The 3-minute film starts with a dramatic shot of Spirig dressed in her swimming gear, seemingly about to dive into a cold Lake St Moritz. As the camera moves in we see she is holding her 4-month old baby Alexis.
The short film highlights “the seamlessness of Spirig’s existence as an athlete and as a mother”. The message is that women should never have to sacrifice a part of themselves to have a family.
“I’ve been lucky to work with some fairly big names for Nike and adidas, but this was the first time working with an athlete who is also a mother of three,” said Fackrell. “She may well be the greatest endurance athlete in the world, and on top of this, she’s also a lawyer. A Superfrau? Nicola most definitely is.”
Supporting female athletes during pregnancy and motherhood is a big part of On’s brand said Olivier Bernhard, co-founder of the Swiss sportswear company
“Family is our number one mantra and we encourage all our sponsored athletes – male and female – to pursue their dreams, both as a parent and as a sporting career professional,” said Bernhard. “We want our athletes to perform at their optimum level and uninhibited, knowing they have the full support of their sponsor throughout their professional career and even into retirement.
“Nicola has mastered the craft of juggling motherhood with exceptional sporting achievement, and we are all in awe at her dedication and ability to be a world-class champion inside and outside the home.”
Spirig is preparing to compete at Tokyo 2020, with a non-stop training schedule while also finding the time to mother her third child, born in April this year.
“In this day and age I believe you should be able to enjoy motherhood and enjoy continued career success, whether it’s in professional sports or in any occupation,” said Spirig. “I’m proud to be part of the assembly of professional sportswomen who are speaking out for their rights as female athletes and I believe that our collective voice is finally being heard. My sponsor, On, is a real trailblazer in their support of parenting athletes and I am truly grateful that such a progressive and forward-thinking company has given me the freedom and encouragement to pursue the joint family and competitive sporting life I choose without any restrictions whatsoever.”
In the past few years, a number of high-profile female athletes have returned to their sport after giving birth, continuing to win big, with examples including Serena Williams, pro golfer Stacy Lewis, and runner Alysia Montano. According to ESPN’s survey of professional athletes who are also mothers, 41% percent said their income decreased when they became mothers.
Client: On AG.
Head of Sports Marketing: Feliciano Robayna
Sports Marketing Activation: Sarah MacNeil
Agency: Andy Fackrell, Sydney
Creative: Andy Fackrell, Sydney
Director: Sam Coleman, Giant Films, Cape Town
Exec Producer: Anna Telford, Butterfly Films, Cape Town
Line Producer: David Horler, Cape Town
Line Producer: Catherine De la Harpe, Cape Town
DOP: Devin Toselli. Cape Town
Production Design and Costume: Wendy Fredriksson, Cape Town
1st AC: Miche Britz, Cape Town
Editor: Steve Gulik, The Post Office, Auckland
Original music: Grayson Gilmore, Wellington
Sound Design & Mix: David Liversidge, Big Tree Studios, Auckland
Colorist: David McLaren, Big Tree Studios, Auckland
Online/Flame: James Corden, Big Tree Studios, Auckland
Post Production Producer: Rachel Liversidge, Big Tree Studios, Auckland
Creative PR: Jessica Hartley, The Humblebrag, Amsterdam