Promoting Brand Culture in the Metaverse: Oakley Project 2075

In today’s digital age, brands are increasingly seeking to connect authentically and meaningfully with their audiences. One emerging approach to achieving this goal is immersion in the metaverse, a virtual space where social and commercial interactions can happen in ways that we used to only see in science fiction.

THE SECTOR, THE PLATFORM AND THE STRATEGIC OBJECTIVES

Among the pioneers of the new digital frontier, Oakley, the well-known eyewear brand of EssilorLuxottica, has distinguished itself with its Project 2075, a bold and innovative initiative that aims to reconnect the brand with its heritage, while promoting its unique culture through the MONOGRID platform.

🏭 COMPANIES INVOLVED

Oakley, an EssilorLuxottica brand, creates sunglasses, sportswear, goggles, watches and accessories for men and women.

Monogrid is a creative production company based in Florence and Milan that deals with websites, metaverse, AR&VR and gaming.

🎲 THE PROJECT

“Project 2075” is an immersive experience of the history, successes and products of the Oakley brand.

Set across multiple locations within the brand’s digitally reconstructed US headquarters in Foothill Ranch, California, the Oval Room stands out. Here, a time machine allows users to explore three different eras of Oakley – ‘Origins (1975-1991)’, ‘Past (1992-2013)’ and ‘Present (2014-present)’ – and complete missions to collect 23 objects, each with its own story and meaning for the brand, also illustrated with images and videos. They are guided by “Echo”, a digital voice powered by artificial intelligence.

The project is part of their three-year “Future Genesis” campaign, which kicked off on December 12, 2023, and features the return of Max Fearlight, the iconic character from their 90s advertising who represents the brand’s rebellious spirit.

🔎 THE RESULTS

The project won the following awards:

• AWWWARDS – Site of the day, Developer of the day, Product Honors
• THE FWA – Site of the day
• CSS DESIGN AWARDS – Site of the day, UX, UI, Innovation
• DIGITAL DESIGN AWARD – DDA of the Week, DDA of the Month

CONCLUSIONS AND TAKEAWAYS

In conclusion, the eyewear industry, traditionally focused on tangible products and physical experiences, is exploring the metaverse as a means to enrich the customer-brand interaction. With Project 2075, Oakley not only celebrates its history and successes but also dives deeply into the narrative possibilities that digital technology offers. This immersive experience, part of the three-year “Future Genesis” campaign, marks a turning point in the brand’s communication, using the metaverse to create a deeper emotional connection with its followers and introduce its heritage to a new generation.

The results achieved by Project 2075, including awards from AWWWARDS, THE FWA, CSS DESIGN AWARDS, and DIGITAL DESIGN AWARD, testify to the effectiveness of this innovative strategy in engaging the public and strengthening the brand culture in the collective imagination. This success highlights three key pillars:

1. Innovation as a Storytelling Tool: Project 2075 demonstrates how innovative use of technology in the metaverse can provide a new way to tell a brand story. Using a combination of digital environments, virtual collectibles, and multimedia storytelling, Oakley was able to convey its values ​​and evolution in an interactive and engaging way.
2. Immersive to Increase Engagement: Creating an immersive experience within the metaverse allows brands to engage audiences on a deeper level. For Oakley, allowing users to physically explore different eras of the brand through a virtual “time machine” offered a unique way to interact and form an emotional connection with the history and its products.
3. The Importance of Innovation in Brand Positioning : The success of Project 2075 highlights how innovation in the metaverse can serve as a powerful lever for positioning a brand at the forefront of its industry. The adoption of immersive technologies and the ability to transform the brand’s history and values ​​into an engaging digital experience not only distinguish Oakley as a leader in innovation, but also reinforce its image as a forward-thinking brand.