Swiss sportswear brand On released an emotional campaign film titled "To Chase a Dream," featuring long-distance runner Dominic Lokinyomo Lobalu.
The nine-minute film depicts the South Sudanese refugee's inspirational story after he appeared in On's "The Right to Race," a documentary that premiered at the Cannes Lions International Festival of Creativity last year.
Directed by J.M. Harper and Hector Aponysus of Park Pictures, the feature opens with Lobalu describing how he feels being a refugee athlete.
Orphaned by the Sudanese Civil War at the age of nine, he began running for the Athlete Refugee Team in Kenya at 15. He sought asylum in Switzerland after a race in Geneva in 2019.
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After a montage of his greatest achievements in running, the film cuts to Lobalu's journey to the Olympics.
The short film also shows many challenges the athlete faced, detailing his training regimen and the difficulty of his physiotherapy sessions.
Lobalu's success despite being an orphaned refugee is a testament that anything is possible when you work hard and passionately chase your dream.
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On Film and Documentary Lead Gessica Giulini describes the brand's deep connection with Dominic, which began in 2017.
"We remained closely connected, hoping to see his dream come true — and so it was. His journey, culminating in competing and winning on the world’s grandest athletic stages, proves that anything is possible when you dream together,” she explained.
On makes use of a successful strategy in video marketing, using inspirational content to tell a compelling narrative that increases viewer interest and drives engagement.
The short film not only endears On to its audience and fans of Lobalu but also builds an emotional connection with consumers — showcasing its brand values with the cause it champions.
Dreaming Together at the Paris Olympics
After winning his first international championship, Lobalu had his sights set on the Olympics.
On launched the film during the run-up to his campaign, two days ahead of his 5000m Olympic race.
It marked the end of the brand's "Dream Together" series, which shares its name with another On ad starring Zendaya.
The sportswear brand also organized a panel a day after the film's release, where the athlete and his coach discussed their relationship and the impact of dreaming together.
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On August 11, Lobalu came in fourth place at the final, narrowly missing a podium finish.
Despite his loss, the runner remained in high spirits, sharing videos of himself enjoying the Olympic closing ceremonies on his Instagram story.
Although his path to the Olympics was long, the event was only Lobalu's first Olympic race, and his story is far from over. Fans can expect to see him soon in future On films and international races.
Lobalu isn't the first refugee athlete to star in a brand campaign.
Last May, Nike also featured and sponsored a refugee athlete, boxer Cindy Ngamba, in an Olympic spot.
Editing by Katherine 'Makkie' Maclang
