New Oakley campaign - Disruptive by Design

It will follow on with events at the Pick n Pay Cape Argus Cycle Tour and ABSA Cape Epic.

Colin Baden - CEO

Future of sunglasses

The launch signalled its intent for the future, unveiling three key innovation pillars - Enhanced Vision, Digital Eyewear and Customization. "Disruptive by Design is laying the foundation for the future," said Colin Baden, Oakley CEO. "Our number of design and utility patents issued and applications pending is close to 1000 and 200 of those were amassed over the last two years. We now have our sights set on three key innovation pillars, which is the beginning of a new era of brave design and disruptive technologies from the company."

Voiced by two-time Academy Award winner Kevin Spacey, the story of disruption was told for the first time at Red Studios in Hollywood, a beacon of disruption in cinematography established by Oakley founder, Jim Jannard.

The core brand ideal and spirit will be expressed externally through a global integrated marketing campaign spanning all consumer touch points. "We will define our place in the wider community of disruptors and explore new ways of expressing our brand philosophy and engaging with global consumers through immersive content, live experiences and brand partnerships," said Tom Cartmale, global brand communications director.

Global campaign

Global advertising begins in March 2014 featuring Jannard, the headquarters 'One Icon' and previously unseen and unreleased blueprints and design drawings of the company's early inventions. The campaign will appear in all key international markets: North America, Europe, Japan, China, South Africa, Brazil and Australia.

Supporting the campaign is a global brand alliance between Oakley and Wired, the leading technology and future trend media brand. Co-created and sponsored multi-media content will explore the theme of disruption in design, technology, manufacturing and business and brand advertising will appear in international print editions and across Wired.com.

Multi-discipline creative studio four23 in London is leading the global campaign creative and brand activation, and OMD Worldwide is coordinating international media planning. New media and entertainment studio Moment Factory produced the live launch experience and event partners included Red Studios, Tesla Motors and culinary disruptors Bompas & Parr.

For more information, go to www.oakley.com.