Oakley: "One Obsession"
With its «One Obsession» campaign, Oakley is launching a new brand movement. Through the #liveyours campaign, people around the world are invited to share their passion and inspire others.
The conviction: "Every great creator, athlete and explorer is driven by an inner fire - the desire to turn their dreams and ideas into reality." This obsession is a state of mind, an inner drive, as Oakley writes in a media communiqué for the new campaign. It is not about results, winning or perfection. The journey is the reward and true happiness lies in the pursuit. "It's not about the actual destination and there is always a special place to return to."
Oakley's new campaign "One Obsession" starts today, February 17, and will run throughout 2015. It invites people to be inspired and join the brand's global network of renowned athletes living their passion. The campaign spans 22 countries and includes digital and social channels, advertising, outdoor and retail, live events and an enhanced digital experience on Oakley.com/oneobsession.
Starting in April, "One Obsession" will create unique brand moments around the world: There will be three public hubs where everyone can live out their passion in skating (Los Angeles), urban biking (London) and baseball (New York).
"Oakley celebrates those who relentlessly follow their passion, and we encourage others to do the same," said David Adamson, Oakley's Senior Marketing Director.
