When Oakley and San Francisco–based creative agency Eleven, Inc. first teamed up in 2015 to create the One Obsession platform, they used Oakley’s inspirational spirit to tap into the lifestyle category. Now, their new campaign #CantStop extends both the relentless commitment of those who use Oakley’s products and the notion that people who are living out their one obsessions never stop. To the obsessed, their sports aren’t just hobbies—they’re lifestyles that are worn 24/7. Nobody embodies this ethos more than professional athletes Julian Wilson and Mark Cavendish, a surfer and a road racing cyclist who star in the two films of the #CantStop campaign. By highlighting Wilson and Cavendish’s grit, passion and determination, the films show viewers that everything Wilson and Cavendish do—every aspect of their lives—revolves around the sports they’re committed to. Additional campaign elements will also extend the #CantStop conversation across OOH, print, digital and in Oakley stores.
Artplan’s print ads for a home goods retailer feature surrealistic stories that play with our imaginations.