On trend and extremely tested
The Y&R Group has launched a rebellious campaign across Europe for the American eyewear brand Oakley.
Advertising with the active participation of the target group is increasingly the dream of trend-conscious strategists. Caspar Coppetti and his team at Advico Young & Rubicam are currently presenting a successful example. In their Europe-wide campaign for the US eyewear company Oakley, anyone can become an advertising star - if they have the tools to be a rebel.
The hip brand Oakley from Foothill Ranch in California is known for its watches, clothing, rucksacks and shoes, all of which are sporty but with a very futuristic design. The eyewear is particularly trendy. Oakley subjects these to extreme quality tests. Conventional industry standards count for little. For example, the ambitious US company shoots at the lenses to show that they can withstand the impact of the projectile without any problems.
To date, the company has communicated these radical quality standards in the USA with athletes who are also known for their uncompromising attitude to life - the Oakley Rebels. Now Oakley wants to launch the rebel campaign in Europe too. Advico Young & Rubicam has developed the concept for the US company for the target markets of France and Spain. It features the world's best rally driver, Sébastien Loeb, standing on the edge of a roof as if it were a matter of course, and Jorge Lorenzo, shooting star of the Moto GP scene, dousing paparazzi with water from a balcony. The motifs can be found on advertisements and superposters throughout Europe. In Berlin, there are also stickers on buses and Oakley is occupying the entire subway station at Potsdamer Platz for a month. Another station branding is planned for June in Hamburg.
The Oakley rebels can also be seen online: Futurecom has developed a banner campaign with the Oakley rebels and the website Be-a-rebel.eu. There, anyone can become a rebel by creating their own Oakley banner. Anyone who uploads a photo and a personal statement as a "rebel" and puts on a pair of matching glasses electronically will be sent the address of one of the websites on which Oakley has posted banners. Instead of the official rebel subject, the user's own is then displayed there. With the tool and as much imagination as possible, an e-card with an action photo and rebel glasses can also be created and sent to friends. Of course, there are also interactive ways for the rebels to get in touch with each other.
Andreas Panzeri
The hip brand Oakley from Foothill Ranch in California is known for its watches, clothing, rucksacks and shoes, all of which are sporty but with a very futuristic design. The eyewear is particularly trendy. Oakley subjects these to extreme quality tests. Conventional industry standards count for little. For example, the ambitious US company shoots at the lenses to show that they can withstand the impact of the projectile without any problems.
To date, the company has communicated these radical quality standards in the USA with athletes who are also known for their uncompromising attitude to life - the Oakley Rebels. Now Oakley wants to launch the rebel campaign in Europe too. Advico Young & Rubicam has developed the concept for the US company for the target markets of France and Spain. It features the world's best rally driver, Sébastien Loeb, standing on the edge of a roof as if it were a matter of course, and Jorge Lorenzo, shooting star of the Moto GP scene, dousing paparazzi with water from a balcony. The motifs can be found on advertisements and superposters throughout Europe. In Berlin, there are also stickers on buses and Oakley is occupying the entire subway station at Potsdamer Platz for a month. Another station branding is planned for June in Hamburg.
The Oakley rebels can also be seen online: Futurecom has developed a banner campaign with the Oakley rebels and the website Be-a-rebel.eu. There, anyone can become a rebel by creating their own Oakley banner. Anyone who uploads a photo and a personal statement as a "rebel" and puts on a pair of matching glasses electronically will be sent the address of one of the websites on which Oakley has posted banners. Instead of the official rebel subject, the user's own is then displayed there. With the tool and as much imagination as possible, an e-card with an action photo and rebel glasses can also be created and sent to friends. Of course, there are also interactive ways for the rebels to get in touch with each other.
Andreas Panzeri
