It’s OK to regret your mistakes. It’s OK to show some skin. It’s OK to lose your temper, sneak out early, take the afternoon off, throw your toys and roll on your own.
It’s OK – Oakley’s latest campaign under the ‘One Obsession’ global brand message.
Focusing on the hard work and sacrifices both professional and every day athletes make towards their chosen sport or activity, the campaign embodies sacrifices, challenges and wins each of us feel when chasing our sporting passion and athletic ambitions.
A message that perfectly embodies the raw emotions of the ups, downs and everything in between, ‘It’s Ok’ features normal everyday people and some of Oakley’s biggest ambassadors, all in all celebrating that all things in life, whether it be the balance of relationships, burden of frustration, dealing with injury, waking up early, are worth it because of the hunger to be the best you can be at your chosen activity. So why does this message feel so relevant? Well to put it simply, the positive benefits that chosen sports bring to our lives outweigh the sacrifices we make to chase them.
Interested in some stats? To add extra support to the campaign and message behind it, the brand surveyed everyday athletes and found that 40% of employed athletes would rather excel at their sport than at their job, and 23% of athletes say their sport is more important than receiving awards or recognition at work. To add to that, 47% of those surveyed said they have left romantic relationships and 91% commit to their chosen sport while on holidays, adding that they also think about it at least once a day.
When asked why the campaign message is relevent to everyone in sport and not just that of the top tier, Oakley replied “The committed aren’t defined by the level they compete at, by their natural ability or even by their age, they’re defined by their dedicated mindset – and it’s by celebrating that mindset where we’ve been able to communicate with everyday people and professional athletes on the same wavelength, connecting them together.”
To find out more, we caught up with Global Marketing Director, Ben Goss. Keep scrolling, treat yourself to campaign clips below and learn that “It’s Ok in the name of Obsession.” Once you are done, scroll back up and shop the latest from the brand here.
Can you tell us who you are and your position at Oakley?
No worries. I’m Ben Goss, Oakley’s Global Marketing Director
We’ve seen it everywhere. Can you give us the rundown of Oakley’s One Obsession campaign – the overarching story and the three stages of the campaign.
Our One Obsession campaign launched in 2015 as rallying call for people to live their obsessions, forging a new connection between professional and everyday athletes as we celebrated their shared mindset and dedication. “Live Yours” evolved into “Can’t Stop” two years later as we explored the eccentricities our athletes exhibit in the constant pursuit of their obsessions. This year’s “It’s OK” campaign was born out of research we conducted amongst everyday athletes to find out what drives them. Discovering that 40% of employed athletes would rather excel at their sport than their job, we realised we’d uncovered a tipping point in what constitutes success for our audience, who we call ‘The Committed’. The Committed have trained on Christmas and birthdays, they’ve let go of romantic relationships out of dedication to their sport and they’ve given up financial success for athletic excellence. At Oakley, we understand that feeling. More than that, we embrace it, and we want to tell The Committed that It’s OK.
Oakley’s content and campaign are always leading the game. Can you tell us about the key people involved with seeing this one come to life and what each of their responsibilities included?
The lead “It’s OK” brand video, Winter Olympic athlete vignettes, and two summer athlete stories featuring Mark Cavendish and Bubba Watson were all delivered in collaboration with our Paris-based creative agency, AKQA, and directed by Michael Lawrence.
Where was it all shot?
Shooting took place in multiple locations, including LA and Palm Desert, California; Cape Town, South Africa; Vail, Colorado; and the mountains of Switzerland.
Who were the talent?
Bubba Watson, Mark Cavendish and his Team Dimension Data team-mates, Chloe Kim, Stale Sandbech, and Mikaela Shiffrin were all featured alongside everyday athletes.
It’s great to see the same message be spread across professionals and everyday people! Tell us about both the highlights and challenges of this campaign.
Exactly, and that’s the same message we’ve thread through every chapter of our One Obsession campaign. The Committed aren’t defined by the level they compete at, by their natural ability or even by their age, they’re defined by their dedicated mindset – and it’s by celebrating that mindset where we’ve been able to communicate with everyday people and professional athletes on the same wavelength, connecting them together. The highlight for us has been seeing the reaction this particular chapter has received, not just from The Committed, but also from the friends and family who see the sacrifices up-close. “It’s OK” really has encouraged and celebrated their dedication.
Is there a fourth tier to the One Obsession campaign?
Yes! A dedicated snow chapter featuring five of the best snowboarders and skiers is coming in October – watch this space!