Oakley hits Bondi Beach to showcase Prizm technology

01. TASK

Make mass noise for Prizm technology

Always Human was tasked with developing an activation to relaunch Oakley’s Prizm range which would speak to media as well as social.

The objective was to create media buzz around the training session, with the messaging from the event focused on the technology of Oakley Prizm sunglasses.


The Honey Badger trains to become a Bondi Lifeguard

We wanted to ensure the Oakley PRIZM lens technology was put through its paces in an authentic environment, while also creating a key PR moment to get our message across to a live television audience.

We engaged Aussie heroes, the Bondi lifeguards, to train cult hero, Nick ‘Honey Badger’ Cummins, in becoming an honoree Bondi lifeguard – all the while having each session filmed LIVE from the crack of dawn for leading breakfast television show, Sunrise.

Sunrise weather host, Sam Mac, presented 6 crosses throughout the morning, with the big PR moment coming at 7:40AM, when the Honey Badger delivered the key PRIZM message in the lead up to a sprints drill.

Nick and the lifeguards were all dressed in Oakley apparel and the Oakley PRIZM lenses enhanced their vision for the day.

Nick Cummins Oakley Prizm Bondi Beach 2
Nick Cummins Oakley Prizm Bondi Beach 1

Go big we did!

Following the morning stunt, the media coverage had a reach of 2.6 million, with an editorial value of $3.9 million achieved. A range of leading outlets also featured the activation, including Sydney Morning Herald, YAHOO!7, Men’s Fitness and Boss Hunting. Social media posts were also secured across the social media channels of the Honey Badger, Bondi Lifeguards and Sam Mac.