Oakley Film, Digital Mark Cavendish by Eleven

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Mark Cavendish

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Industry Apparel & Accessories Stores
Media Film, Digital, Interactive & Mobile
Market United States
Agency Eleven
Released May 2017

Credits & Description

Media: Film
Client: New Oakley
Agency: Eleven Inc.
Campaign: #CantStop
Sharing a new campaign from Oakley and San Francisco-based creative agency Eleven called, “#CantStop” – a new campaign that extends their ONE OBSESSION platform, which taps into the lifestyle category for its consumers. “#CantStop” is a new conversation born out of the relentless commitment of those who use Oakley’s products, and an acknowledgment that to the obsessed, their sport isn’t just a hobby – it’s lifestyle that’s worn 24/7.
The campaign was born out of the notion that people who are living out their ONE OBSESSION never stop. Everything they do -- every aspect of their life -- revolves around the one sport they’re committed to. Their days become nights. Journeys become bigger journeys. Insane moments become even crazier.
The campaign includes two films, social links, and will also be shown in OOH, Print, Digital, and In-Store.

Film One: Mark Cavendish
Background: For Mark Cavendish, #CantStop means sacrifice. It means seeing his family 60 days a year. Training alone. And riding until he physically can’t anymore, day after day after day. We saw Cav’s outlook on #CantStop as an opportunity to de-glamorize what it means to be a pro athlete. While a lot of other brands romanticize athletes, we wanted to show the reality. This spot was shot around the coast of Spain.

Film Two: Julian Wilson
For Julian Wilson, #CantStop is the opposite. It’s family. It’s the ocean. It’s chasing new waves, a world title, and visualizing and executing new maneuvers. This spot, which was shot in Julian’s hometown of Coolum Beach, Australia, is a profile of his life up until this moment. It leads us all to believe that the greatest Julian Wilson has yet to come.

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