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.
Category
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID
OS22_IN071M
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
Merit
Credits
Agency
Kamp Grizzly
Client / Brand
Oakley
Music / Sound Production Company
Th3rd Sound
Designer
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
Fabrication
Chris Hawthorne
Post Producer
Mamie Claire Cornelius
PR
M&C Saatchi Sport & Entertainment North America / New York
Project & Account Director
Peter Christenberry
Spacial Design
James Snowbarger
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