"This is the Year"
Oakley sponsored the 2016 Rio Olympics.
This was a prime opportunity to re-launch their line of athletic wear in conjunction with the games.
We developed an integrated campaign that would activate their fans and athletes to tap into their own natural ability and competitive spirit then start working out.
It began with a guerilla stunt involving the Christ the Redeemer statue outside Rio, played out within Rio itself, online, and global Oakley stores.