Y&R: Bringing the Oakley Rebels to Europe
The eyewear manufacturer Oakley promotes its products in the U.S. using well-known athletes—the Oakley Rebels. Advico Young & Rubicam has developed a concept for the U.S. company to launch the Rebels campaign in Europe as well.
For example, rally driver Sébastien Loeb can be seen standing on the edge of a roof and Jorge Lorenzo, shooting star of the Moto GP scene, dousing paparazzi with water from a balcony. The campaign is being used throughout Europe with advertisements and superposters. In Berlin, there are also busses with stickers and for a month Oakley will occupy the entire subway station at Potsdamer Platz. Further station branding is planned for June in Hamburg.
The Oakley Rebels can also be seen online: Futurecom has a banner campaign with the Oakley Rebels and the website Be-a-rebel.eu developed. There, anyone can become a rebel by creating their own banner. Anyone who uploads a photo and a rebel statement and selects a pair of glasses will be sent the address of one of the websites on which Oakley has booked banners. There, instead of the official rebel subject, the own is then switched on.
The Oakley Rebels can also be seen online: Futurecom has a banner campaign with the Oakley Rebels and the website Be-a-rebel.eu developed. There, anyone can become a rebel by creating their own banner. Anyone who uploads a photo and a rebel statement and selects a pair of glasses will be sent the address of one of the websites on which Oakley has booked banners. There, instead of the official rebel subject, the own is then switched on.
Responsible at Oakley: Olaf Dunz (Brand Director), Christian Schramm (Communications Manager Europe). Responsible at Advico Young & Rubicam: Caspar Coppetti (overall responsibility), Philipp Skrabal (CD), Oliver Glutz von Blotzheim (AD), Andi Portmann (text), Elias Zurbuchen (graphics), Sandro Breu, Pascal Trütsch, Claudia Kuhn, Claudina Schmid (consulting) Frederic Poppenhäger (strategy). Responsible at Futurecom: Sandro Kümin (Design), Patrick Bucher (Text), Lisa Indlekofer (Multimedia/Flash), Tobias Danielsson (Banner), Roberto Eichin (Programming/Backend), Jean-Philippe Persico (Consulting).
