Oakley :: Disruptive By Design

Conceptual design for Oakley's Disruptive By Design global campaign. INTRODUCTION Oakley and its iconic logo are recognized around the world, representing quality products, athletic achievement and technical innovation. With such a diverse array of sports and consumers, they've managed to remain the first name people think of when referring to performance eyewear, goggles and a variety of other action sports products. CHALLENGE Sometimes too much disparate success with different consumer sets can make it difficult to speak to everyone through a single brand mantra and point of view. Oakley needed to speak with one voice and make a singular statement that addressed the core of who they are, where they came from, and why they are an industry leader. INSIGHT Oakley's history is unique. Their growth has never been based on a marketing plan or come to fruition in a board room. It has been beautifully organic, even chaotic. Most consumers haven't heard that story. SOLUTION A campaign was devised that allowed Oakley to rise above sport and speak to the tenets of what makes them unique — a tradition of innovation, design and risk-taking. The DISRUPTIVE BY DESIGN campaign brought this to life through brand stories of their passionate quest to stay true their roots. CONCEPT Drew Roper Elliot Hasse Chris Cruz Kris Collins CREATIVE ECD: Andrew Price CD: Emily Philpott ACD: Kris Fry, Matt Chiabotti ACD/CW: Jeff Erin AD: Lisa Wright, Drew Roper, Elliot Hasse CW: Alex Ryden AAD: Ben Harrison ACCOUNT GAD: Mietra Beyer AM: Megan Gonzalez, Mikayla Schutz INNOVATION Kris Collins RETOUCHERS Stephen Hausrath Joshua DeWitt STUDIO Joshua DeWitt Stephen Hausrath IPS Heather Popenhagen — Work done in collaboration with Factory Design Labs, LLC, Denver, Colorado, www.factorylabs.com.

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