The objective of Oakley’s “Be Who You Are” series was to use their athletes to reach and inspire new audiences by highlighting the unique stories that led them to greatness. We created the series to show when society teaches us to fit in, to adapt to an idea of normal, we end up losing sight of the quality that makes us unique. But this ‘thing’ is oftentimes the same thing that leads us to greatness.
The story of Ítalo Ferreira was the surf episode and turned out to be Oakley’s most successful campaign of the year by far. On Oakley’s instagram alone, it generated over 3.7M organic views (the next closest video is 700K). The engagement across platforms was an incredible testament to an incredible story.