The Drum Awards Festival - Creativity

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Agency: AKQA Paris
Client: Oakley
Date: Feb 2020
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On Valentine’s Day, Oakley launched the next chapter of the brand’s ‘One Obsession’ campaign, 'Love of Sport', declaring undying devotion to sport, performance and innovation.

To support the 2020 campaign theme that will culminate during the summer games in Tokyo, Oakley has released a new eyewear collection, Origins, capturing the brand’s iconic heritage and progressive approach to innovative design reimagined in present day style. Led by Sutro Eyeshade, a sport performance piece inspired by the iconic Eyeshade originally introduced in 1984, this new collection pays homage to Oakley’s journey rooted in a love of sport and passion for optics.

The new campaign was launched with a series of love letters written from the perspective of Oakley products - showing affection for sport and the Team Oakley athletes that have helped the brand break boundaries and inspire new generations throughout the last 45 years. The Love of Sport campaign was launched on Oakley’s global communication channels today, supported by a full 360 multi-channel campaign which includes social media activations, athlete highlight videos, creative product kits, OOH takeovers and more.

To coincide with the launch of the new campaign, Oakley will be launching City of Origins, a branded, immersive retail space in Los Angeles on Fairfax Avenue that celebrates the love of sport and showcases the new collection. The event will connect the brand to consumers through the people that inspire them, the culture that moves them and the city that surrounds them.

Opening February 21, the pop-up retail space will feature intimate conversations, workshops and exhibitions, including the first ever photography exhibition by surfer, skateboarder and model Evan Mock.


Creative Direction: Oakley, Milan & AKQA, Paris.

Copywriting: AKQA, Paris.

Production: Builders Club, London