Created by San Francisco-based agency Eleven, Oakley’s new campaign invites people around the world to join the #LiveYours movement, share their passion and inspire others
BestMediaInfo Bureau | Mumbai | May 13, 2015
Pursuing an obsession isn’t unique to professional athletes, it binds everyone who shares a driving passion to turn their ideas into reality. Launched on February 17 and running through 2015, Oakley’s ‘One Obsession’ campaign invites and inspires people to join the brand’s global network of well-known athlete ambassadors in living out their passions.
The brand rides strongly on a simple belief that “Every great creator, athlete and innovator is driven by an internal passion – a desire to turn their dreams and ideas into reality. This obsession is a state of mind, an inner drive. It’s not about results, winning or achieving perfection. The journey is the reward and true happiness comes from the pursuit. It’s not about a final destination and there is always a special place to keep going back to”.
The multi-channel brand campaign spans 22 countries and includes digital, social, advertising, outdoor, retail activations, live events and an enhanced digital experience on Oakley.com/one obsession.
#LiveYours ignites conversation around “where does your obsession take you?” The global social movement encourages fans to join over 450 Oakley athletes in sharing and celebrating their physical places of obsession around the world – from a remote mountain peak, backyard trail, secret surf spot or suburban garage. Oakley will reward #LiveYours contributors and those who are living out their obsession with surprise experiences and access to athletes who inspire them.
The first ‘One Obsession’ film debuted on February 17 on Oakley.com and all social and digital channels. The film featured professional and non-professional athletes and teases a series of cinematic and intimate portraits to come. The campaign has been created by San Francisco-based ad agency Eleven, the lead creative agency.
Athlete stories of inspiration from around the globe will unfold throughout the year across multiple disciplines, including skateboarder Eric Koston, surfer Gabriel Medina, cyclist Mark Cavendish, all-star baseball player Matt Kemp, Moto GP champion Marc Marquez, cricketer Virat Kohli and badminton player Lin Dan.
Commenting on his association with the campaign, Virat Kohli said, “My ‘One Obsession’ has always been to play for India and wear the India cap with pride. Throughout my younger days, and coming through the ranks, playing for the country and contributing to my team’s success was my ultimate goal. I am pleased that all my hard work has paid off, and I have taken the opportunity to perform consistently and win games for India.”
Beginning in April, ‘One Obsession’ has been bringing to life unique brand moments around the world. Three brand hubs were opened to the public created for the community to live out their passions in skateboarding (Los Angeles), urban cycling (London) and baseball (New York).
“Oakley celebrates those who relentlessly pursue their passions and we encourage others to do the same,” said David Adamson, SVP - Marketing, Oakley. “With One Obsession, we are excited to facilitate conversations with professional athletes – enabling them to connect with consumers through new, shared experiences.”