This ad series targets night drivers who are at greater risk of night driving accidents caused by limited visibility and eye focus errors and who are not aware of its horrendous effects. To communicate the product’s distinctiveness and provoke consumers about this overlooked issue, we utilize night crash scenes between nocturnal animals to illustrate how tragic crashes occur even between those who are normally active at night, and are familiar with night activities. If even these nighttime experts crash, don’t you think humans with poor night vision require all the help they can get?

To communicate the issue of nighttime car accidents and introduce Oakley’s night driving glasses, we selected widely-known wild, nocturnal animals, such as the owl, bat, bison or wolf, to visualize the idea of a ‘Night Crash’ to consumers. Each animal symbolizes vehicles on the road and the manner of their crash symbolizes the nature of car accidents that mostly occur at night due to the drivers’ lack of low-light vision. Visuals include a bison as a parked big truck being crashed into by wolves that symbolize smaller vehicles such as cars or motorbikes, and an owl and a bat that symbolize vehicle-on-vehicle collisions. The art direction style was intended to differentiate Oakley from the overall glasses market in which night glasses have been widely established and to launch a distinctively new category under the Oakley brand.

After the campaign launched on different communication mediums, awareness of the campaign and Oakley’s Night Driving Glasses with Prizm Low Light technology rose rapidly among the target consumers. Brand positioning of Oakley was extended and strongly perceived as night driving glasses for lifestyle consumers. Those who have experienced or seen the campaign expressed their interests in purchasing the product at Oakley stores while Influencers who are active nighttime drivers such as celebrities and travel bloggers created hype over this latest innovative product and technology from Oakley.