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Oakley It’s OK

Insight

Whether you are a professional or everyday athlete, Oakley understand that the road to success is long, hard-won and riddled with sacrifice.

The committed put everything else to the wayside in the name of their sport – and vindicating this obsession is at the core of Oakley’s DNA.

A music player screen displays the song Its OK by OakleyOfficial, showing a cover image of a person walking on a beach at sunset with large pink text reading ITS OK over the scene.
A tennis player in white sportswear shouts in frustration on the court, holding a broken racket with bent strings and frame. Tennis balls are scattered on the ground in the background.
A person in a pink winter jacket and orange ski goggles stands in falling snow, holding skis over their shoulder, with a snowy mountain and blue sky in the background.

Idea

To get to the heart of committed athletes everywhere, It’s OK is an ode to the obsessed.

A series of intimate vignettes based on real insights and stories celebrates authentic moments along the journey of an impassioned sportsperson, enabling them to connect through the extremes they endure.

An original song accompanies the pinnacle film featuring pro athletes Chloe Kim, Mark Cavendish, Bubba Watson, and Mikaela Shiffrin, revealing the personal sacrifices made in pursuit of mastery. The activity gets to the heart of commitment, reassuring us that in the name of athletic infatuation, it’s OK.

Impact

It’s OK attracted over 40 million online video views, and fuelled dialogue amongst professional and everyday athletes alike – connecting through the real moments of their journey.

The lyrics written for the original soundtrack resonated so highly with audiences, Oakley later released the song on Spotify.

The film made waves online with over 103 million social interactions, plus headlines across a variety of international digital and print publications.

  • Gold

    Viral Film

  • Yellow Pencil

    Cinematography

  • AdweekOakley Forgives You (Even If Others Don’t) in This Lovely Ode to Athletic Obsession ↘
  • Marketing MagOakley tells athletes ‘It’s OK’ to sacrifice life for sport in new campaign ↘

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