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.

2022 One Show - Interactive, Online & Mobile

Oakley KATO - AR Launch Experience

Agency Oakley + Kamp Grizzly

Client Oakley


Augmented, Virtual & Mixed Reality (AR, VR, MR)

Annual ID


About the Work

Oakley approached Kamp Grizzly to create a first-of-its-kind product reveal moment that introduced the world to Oakley’s most advanced eyewear to date, the KATO. A myriad of mixed media and technology, including augmented reality, was necessary to help introduce the brand’s most anticipated product launch in over a decade. The shareable mobile experience allowed select audiences around the world, including NFL players Patrick Mahomes, Juju Smith-Schuster, as well as the motorcycle racer Valentino Rossi, to unlock a piece of history and share the Oakley KATO experience with their fans and followers on social media. Designed and fabricated from scratch, a black cardboard box, with minimal Oakley branding, was delivered to a carefully selected group of brand ambassadors and global influencers. Printed tape with Oakley branding and a simple message built curiosity for what was inside. Recipients were prompted to use their phones to access the experience. A QR code activated mobile cameras and the AR content overlayed on the KATO "pod". Immediately following the reveal, audiences were greeted by a shape-shifting digital avatar that introduced a product-focused animation. When activated and viewed via a smartphone, the "pod" came to life and the AR display showed Oakley’s history with unusual design – including the aptly named “Over The Top” model – before reaching KATO’s unique design and key product benefits. To scale for social, Kamp Grizzly hijacked Instagram’s native AR platform to develop and deploy the immersive narrative-first journey highlighting Oakley's heritage, inspiration and R&D that powered the brand's most advanced product debut in over a decade. This was Oakley's first use of Instagram Live for a product launch resulting in breakthrough performance and engagement for the brand's social and e-com channels (IG Shop visits increased +1300%) as well as the brand’s first use of AR across all global retail channels. The virtual launch leveraged the unmatchable prowess of Oakley's elite athlete roster during a global brand moment. With twelve athletes and 113 total posts, the Oakley KATO launch reached an audience upwards of 322.2M with an earned media value close to 560.1K €. By prioritizing an elevated experience with a considered approach, Oakley maximized the “earned” reach and awareness of such a historic brand

2022 Awards

Total Points: 3




Kamp Grizzly

Client / Brand


Music / Sound Production Company

Th3rd Sound


Judd Ortiz

Executive Creative Director

Daniel Portrait

Executive Producer

Guy Florita

Motion Graphics

Cory Otjen

3D Design

Michael Gibson

AR Development

BRDG Studios

Creative Lead

Peter Bowhan
Pj Portlock


Chris Hawthorne

Post Producer

Mamie Claire Cornelius


M&C Saatchi Sport & Entertainment North America / New York

Project & Account Director

Peter Christenberry

Spacial Design

James Snowbarger

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