April 4, 2013
Innovative eyewear brand unveils European campaign with motorsport icons
today launches a pan-European integrated brand campaign featuring motorsport icons
To view the Multimedia News Release, please click:
The "Change Perspective" campaign rolls out across brand, media and retail channels in the UK,
, and builds on the "Beyond Reason" campaign concept launched with great success prior to the
2012 Olympic Games.
continue to explore the "Beyond Reason" mindset of their elite athletes and are now inviting consumers to share their unique vision and approach, with the central premise "In order to change the game, you need to look at the world differently".
The campaign reveals how motorsport legends Rossi, Alonso and Loeb challenge themselves outside of their well-documented lives in MotoGP, Formula 1 and World Rally.
, Oakley UK Brand Director, commented "This spirit of new adventure, new experience and new horizons is what drives our iconic athletes, and has enabled
to reset boundaries in product design and sport performance. We hope this campaign will inspire and intrigue but most of all create a deeper connection with our consumers and enhance awareness & understanding of our lifestyle products, specifically Garage Rock".
Image-enabled print ads, digital and ambient outdoor activity, interactive video web-banners and in-store video displays will reveal Alonso as a road cyclist, Loeb as a helicopter pilot and Rossi as a rally driver, and a central campaign hub on Oakley.com will drive interaction and photo sharing across
, athlete and retailer social networks.
Notes to Editors
Campaign Hub to go live 3
The Change Perspective campaign online: