As part of Oakley’s 2015 Global campaign, One Obsession, we partnered with the brand to conceive and deliver content relevant and accessible to a UK audience. Our aim was to challenge consumers to live their lives through their obsessions and ask the question, “how do you #LiveYours?” Factoryâ€™s consumers donâ€™t just play sports, they live them; we set out to showcase the stories of real people who live for their obsession here in the UK.
Alongside Oakley’s Global athletes, we identified riders from our network who personify the ‘One Obsession’ ideal on a local level. We chose personalities who bring the campaign to life providing inspiration to consumers through an Oakley lens. Revealing an insight into these carefully chosen obsessives, we set out to engage and inspire our audience through the content and campaign.
Capturing a snapshot of our obsessive’s lives, we produced short form story-led content that reveals the essence of the campaign.
Our delivered films profiled Ricky Feather, North Yorkshire frame builder, Andy Willis skatepark designer and UK Olympic snowboard medalist Jenny Jones. Hosted and supported on our respective media platforms it was targeted to a mainstream and core focused audience. Our platforms worked in tandem to promote the ‘One Obsession’ campaign and #LiveYours by pushing the produced content on our online and social channels.
Our latest creation starred Jenny Jones: multiple X-Games Medalist and Britainâ€™s Olympic Medal winner in snowboarding. On the 23rd October, we flew her and our crew out to a remote Icelandic location to capture the true essence of her One Obsession. In the early snow in the Icelandic backcountry, Phil Young, Factory Media’s Creative Director, directed a short film showing what it means to Jenny to have the opportunity to live her life through her sport. Furthermore to realise her desire for the exploration of wider possibilities within snowboarding, to look beyond competing and to truly indulge in her One Obsession.
â€śI feel like Iâ€™m constantly learning,â€ť Jenny explains. â€śI think thatâ€™s what a lot of people get a kick out of in life and as you get older itâ€™s almost a bit harder to find those things. And so to keep finding them within my own sport is brilliant.â€ť
Through Factory Media’s vast audience reach of over 350 million global sports fans per month, we helped Oakleyâ€™s #liveyours campaign both reach and inspire a hugely engaging audience. #liveyours.
Watch the mini documentaries here: