Oakley ‘change Perspective’ With New Campaign

Oakley has launched a pan-European integrated campaign featuring motorsport icons Fernando Alonso, Valentino Rossi and Sebastien Loeb. The Change Perspective campaign is rolling out across brand, media and retail channels in the UK, Spain, France, Germany and Italy, and builds on the Beyond Reason campaign concept launched with great success prior to the London 2012 Olympic Games.

Oakley launched Beyond Reason in May last year, exploring the mindset of their elite athletes, and are now inviting consumers to share the same vision and approach with the 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 respective lives in MotoGP, Formula 1 and World Rally.

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.

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 of our lifestyle products, in particular the new Garage Rock eyewear.’

Meanwhile, Oakley ambassador Bubba Watson – who replaced Rory McIlroy earlier this year – has launched a new viral ad with the brand, exploring the possibilities of a hovercraft/golf buggy. Check out the ‘Bubba’s Hover’ video at Sport Industry TV.