On 1 November Oakley launched a new campaign fronted by Australian professional surfer Julian Wilson spearheaded by a short film which is the latest edition of the brand’s global ‘Be Who You Are’ series which celebrates self-expression and doing what you love.
The film explores Wilson’s recent decision to step back from competing on the World Surf League (WSL) Championship Tour and offers an intimate glimpse into what shaped his decision to take a break from competitive surfing. It features his family and two of his best friends – skateboarder Andrew Brophy and photographer Jimmy Lees.
Oakley’s ‘Be Who You Are | Julian Wilson’ champions the surfer’s ability to ‘change it up’ and how he is ‘following that feeling all the way home’ and it showcases his home town of Coolum Beach (Queensland) as the film follows a day in the life of his off-season with the people who matter most to him.
Featuring free surfing, skateboarding and motocross riding, the video explores Wilson’s multiple dimensions beyond his public pro surfer identity and sees him not just as an athlete, but also as a dedicated father and an adrenaline junkie.
A supporting strand of the campaign backing the film launch sees Oakley open a conversation with its customer base and online audience linked to a ‘Be Who You Are’ social competition held on @OakleySurfing and @OakleyAustralia’s Instagram account.
Entrants are encouraged to share how they ‘Be Who You Are’ for the chance to win the ultimate Julian Wilson summer prize pack and entries are invited in the form of images, videos or showreels to demonstrate how they ‘Be Who You Are’ with an accompanying caption to support.
The competition is open to participants to showcase any moment of their lives where they feel aligned to their most authentic self. From surfing to snowboarding, skating, mountain biking, art, music and everything in between. The most creative representation of the ‘Be Who You Are’ mantra will be announced on @OakleySurfing’s channel on 6 December.
“I’m stoked to be releasing this video with Oakley, this is my opportunity to show the world my main motivation behind stepping back from the WSL CT for the time being and focusing on the things that matter most to me,” commented Wilson. “After the past few years, now has never been a better time to strip things back and forge your own path – that’s what ‘Be Who You Are’ means to me.”
Oakley Global Brand Director Caio Amato added: “We live in a world that forces us to fit in a box, to follow a path, to adapt to the exterior world. Oakley, as a brand, wants to inspire kids to avoid conforming, but rather to look inside, to believe and be brave to be who they really are. Julian’s story is one of the big testaments that greatness comes when you follow your instincts, even if that means to leave everything behind and come home. And here we celebrate Julian for inspiring us that looking inside and being yourself is always more important than doing what is expected from you.”
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Add this epic yet approachable video to our list of favourite 2021 brand surf films which include 805 Beer’s ‘Endless Summer’ spot with Conner Coffin and Bradesco Bank’s ‘Water God / Neptune’ film with Gabriel Medina.
Wilson, whose mother is a breast cancer survivor, is an ambassador for the National Breast Cancer Foundation and was inspired to ride a pink board by close family friend and Australian cricketer Matthew Hayden who plays with a pink bat for the same cause.
Wilson was in the water during the final of the J-Bay Open 2015 in South Africa when three-time world champion Mick Fanning was attacked by a great white shark. He paddled towards Fanning to assist, was praised for his action and subsequently hailed as a hero. The event was cancelled. Both surfers escaped unharmed and were given a shared second place result. Following the ordeal, Wilson gave a tear-filled interview, and when asked “You guys are locked in a title battle right now, and to put things into perspective does that mean anything to you at this point in time?” he replied “No, not at all, I’m just happy he’s alive.”
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