Ahead of the 2012 Olympics, Oakley launched a two-part campaign, Beyond Reason. It was a celebration of and collaboration between artists and athletes – visionaries who pushed forward towards the impossible – and it was an introduction to Oakley’s new performance sunglass RadarLock.
With a focus on the former, they needed a social media outlet that would be able to promote the new Beyond Reason campaign around the athletes and the charities they support by leveraging the Olympics. The result was the Beyond Reason Olympics Social Hub, where users would join an athlete’s team, watch the progress of each athlete and their charities, and garner support through hashtags and messages via Facebook and Twitter. At the end, the campaign raised over $100,000 in charitable donations and was awarded a position on TheFWA Shortlist.