Whether you’re a professional or everyday athlete, Oakley understands that the road to success is long, hard-won and riddled with sacrifice. The committed put everything else to the wayside in the name of their sport – and vindicating this obsession is at the core of Oakley’s DNA.
AKQA’s latest campaign for Oakley is an addition to its One Obsession brand platform, telling athletes “It’s OK” to make personal sacrifices in the pursuit of athletic excellence. It’s OK is an ode to the obsessed.
AKQA conceived and created a series of vignettes based on real insights and stories which celebrate moments along the journey of an impassioned sportsperson.
An original song accompanies the pinnacle film featuring pro athletes Chloe Kim, Mark Cavendish, Bubba Watson, and Mikaela Shiffrin, revealing the personal sacrifices made in pursuit of athletic mastery.
The campaign shows Oakley’s sporting-obsessed brand ambassadors as they face challenges and sacrifice their personal lives to train and follow their sporting ambitions – waking up early, missing meals, training through injury, dealing with failure, balancing relationships and being burdened with frustration.
It’s OK attracted over 33 million online video views, and fuelled dialogue amongst professional and everyday athletes alike – connecting through the real moments of their journey. The film made waves online with over 103 million social interactions, plus headlines across a variety of international digital and print publications.
The lyrics written for the original soundtrack resonated so highly with audiences, Oakley later released the song on Spotify.