The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Innovation - Package Design / Package Design
Annual ID
DE16237M
About the Work
We were tasked with launching Oakley’s new line of premium ‘signature sunglasses’ at the Australian leg of the world surf tour at Bells Beach. The event was solely sponsored by a competing brand that had locked Oakley out of any POS, branding or merchandising opportunities. We needed to launch the product, hijack the event and add value to the existing product. We concentrated our effort on the product itself, aiming to create a launch that would reward Oakley’s fans with an exclusive experience. Our insight was simple, whilst most signature products come with the celebrity’s name on the box Oakley’s fans deserved more. We reimagined the sunglasses packaging so that it served as virtual reality visor, giving the fans pro vision - unique VR content shot from the eyes of the signature athlete.
2016 Awards
Total Points: 5
Merit
Credits
Agency
GPY&R / Melbourne
Art Director
Nicholas Sellars
Joe Sibley
Chief Creative Officer
Ben Coulson
Designer
Caleb De Gabriel
Producer
Romanca Jasinski
Writer
Charles Baylis
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