One Obsession
Oakley

Oakley was a brand associated with loud and claims. Crazy attitude, badass people doing badass things (I hate that word and I just wrote it twice).

Oakley was a brand that shouted at us. The boldest we could do was a quiet campaign. A campaign that was trying hard to be nothing else than true. We wanted truth could speak to us in an effortless way. We wanted to connect with people who cared about what they were into. Who really cared? Not people with hobbies or passions. People that lived for doing that thing that they loved: skateboarding, running, surfing ... whatever it is.

What matters is how much you care, and how deep you love it. If you never stop thinking about it, if it keeps you up at night. If the pain that comes with it is the biggest joy you can get. Then you will get it. Because that's what obsession is about.

One Obsession was a global campaign to reposition Oakley and help the brand get back some of its initial authenticity.