Innovative eyewear brand unveils European campaign with motorsport icons.
Today’s launch of the pan-European integrated brand campaign by Oakley will feature motorsport icons Sebastien Loeb, Valentino Rossi, and Fernando Alonso.
The campaign dubbed, ‘Change Perspective’, will roll out across retail, brand, and media channels in Italy, Germany, France, Spain, and UK; it will build on the concept behind the ‘Beyond Reason’ campaign whose launch, prior to the Olympics last year, was a great success.
Oakley continue to explore the “Beyond Reason” mindset of their elite athletes and are now inviting consumers to share their unique vision and approach, with the central premise “In order to change the game, you need to look at the world differently”.
The campaign reveals how motorsport legends Rossi, Alonso and Loeb challenge themselves outside of their well-documented lives in MotoGP, Formula 1 and World Rally.
Tom Cartmale, Oakley UK Brand Director, commented “This spirit of new adventure, new experience and new horizons is what drives our iconic athletes, and has enabled Oakley to reset boundaries in product design and sport performance. We hope this campaign will inspire and intrigue but most of all create a deeper connection with our consumers and enhance awareness & understanding of our lifestyle products, specifically Garage Rock”.
Image-enabled print ads, digital and ambient outdoor activity, interactive video web-banners and in-store video displays will reveal Alonso as a road cyclist, Loeb as a helicopter pilot and Rossi as a rally driver, and a central campaign hub on Oakley.com will drive interaction and photo sharing across Oakley, athlete and retailer social networks.
The campaign trailer can be viewed below: