Oakley global campaign asks consumers to live out their passions

Eye wear manufacturer Oakley will be launching its One Obsession campaign later today with the hashtag #LiveYours.

Working with Eleven Inc as the lead creative agency, the multi-channel brand campaign spans 22 countries and includes digital, social, advertising, outdoor, retail activations, live events and an enhanced digital experience on oakley.com/oneobsession.

Meanwhile the “One Obsession” film will debut on Oakley.com, and all social and digital channels. The film features professional and non-professional athletes.

Through the campaign, Oakley will be rallying consumers to join the brand’s global network of athlete ambassadors in living out their passions. The campaign encourages fans to join over 450 Oakley athletes in sharing and celebrating favourite spaces– from a remote mountain peak, backyard trail, secret surf spot or suburban garage. This campaign also aims to promote the  conversation around “Where does your obsession take you?” .


Quoted on Transworld Business, Oakley SVP of marketing David Adamson said the new campaign was crafted to inspire and engage consumers around the hashtag “#LiveYours” and a series of one-minute narratives that feature Oakley athletes. This will be rolled out over the course of the year.

“With One Obsession, we are excited to facilitate conversations with professional athletes – enabling them to connect with consumers through new, shared experiences,” Adamson added.