« UNREASONABLE » : La nouvelle campagne de la marque O’Neill


La célèbre marque de surf O’Neill lance aujourd’hui sa nouvelle campagne mondiale : UNREASONABLE expectations since 1952. Comprenez par là « des attentes au-delà du raisonnable » depuis 1952.

Cette campagne est destinée à montrer l’engagement d’O’Neill à aller au-delà du raisonnable et la capacité des sportifs à repousser les limites grâce aux produits de la marque. Le PDG, Willem Haitink, expliquant que « notre entreprise a été créée en fournissant les meilleurs produits sur le marché. De l’invention de la première combinaison néoprène à la création du premier surf shop et du leash, nous avons une histoire riche dans la distribution de produits dépassant toutes les attentes, pour les consommateurs comme pour les athlètes de classe mondiale » .

La marque s’adresse donc à l’ensemble des pratiquants (professionnels comme passionnés) et met également l’accent sur la jeunesse. Doug Perkull, le directeur marketing d’O’Neill déclare que « les jeunes d’aujourd’hui ne se définissent plus uniquement comme surfeurs, skieurs ou snowboardeurs. Ils veulent profiter de tout ce que le monde a à offrir, ils veulent tout et le veulent maintenant, ce qui est est tout à fait « UNREASONABLE » au sens littéral du terme » .

La campagne débute donc aujourd’hui avec la bande annonce qui a pour bande son le titre « Run » du groupe électro-rock américan Awolnation (crée autour d’Aaron Bruno). Ce choix semble être le bon puisque « non seulement le groupe a le son parfait pour notre bande annonce, mais Aaron est aussi un surfer qui comprend totalement notre esprit et notre style de vie » .

Le leader du groupe déclarant que « le surf et la musique vont de pair. Les deux sont à chaque moment, instinctif, rythmique, joyeux, triste, difficile, tranquille, décevant, gratifiant, humiliant, bouleversant et glorieux. Seul un surfeur peut comprendre ce sentiment spirituel purifiant l’âme que produit le barrel » .

La bande annonce va ensuite laisser place à une série de films présentant les meilleurs athlètes O’Neill dans le monde du surf et du snow. Elle se terminera par le « UNREASONABLE » film festival qui est l’occasion de repenser le film d’action sports modernes dans un objectif UNREASONABLE.


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