Oakley launched a new global marketing campaign Wednesday to draw attention to its focus on pushing the boundaries of eyewear design and innovation at a glitzy celebrity-packed event at a Hollywood movie studio.
During the event at RED Studios, Oakley CEO Colin Baden laid out details of “Disruptive by Design,” a new marketing campaign that will focus on the “three innovation pillars” of Enhanced Vision, Digital Eyewear and Customization.
“Disruptive by Design is laying the foundation for the future,” said Baden. “Our total number of design and utility patents issued and applications pending is close to 1000, and 200 of those were amassed over the last two years. We now have our sights set on three key innovation pillars:. This is the beginning of a new era of brave design and disruptive technologies from Oakley.”
At the event, two-time Academy Award winner Kevin Spacey narrated a film that talked about how Oakley “rich heritage in game-changing product design and development.”
Following the unveiling, global media joined Oakley designers and engineers, as well as athletes that used the company’s inventions to redefine the face of sport from Greg LeMond to Shaun White, Andy Hampsten to Bubba Watson for an exclusive insight into the future of Oakley design and R&D.
Global advertising begins in March 2014 featuring Oakley founder Jim Jannard, the spectacular Oakley headquarters “One Icon,” and previously unseen and unreleased blueprints and design drawings of the company’s early inventions. The campaign will appear in all key international markets: North America, Europe, Japan, China, South Africa, Brazil and Australia.
Multi-discipline creative studio four23 in London is leading the global campaign creative and brand activation, and OMD Worldwide is coordinating international media planning. New media and entertainment studio Moment Factory produced the live launch experience, and event partners included RED Studios, Tesla Motors and culinary disruptors Bompas & Parr.
Supporting the campaign is a global brand alliance between Oakley and WIRED, the leading technology and future trend media brand. Co-created and sponsored multi-media content will explore the theme of disruption in design, technology, manufacturing and business, and brand advertising will appear in international print editions and across WIRED.com.
“We will proudly define our place in the wider community of disruptors and explore new ways of expressing our brand philosophy and engaging with global consumers through immersive content, live experiences and brand partnerships,” said Tom Cartmale, global brand communications director. “By doing this we hope to inspire the next generation of consumers and creators.”
