Showcasing O’Neill‘s long-lasting commitment to delivering above and beyond what would be considered reasonable by anyone’s standards, the perennial surf-inspired brand launches its latest global campaign, aptly dubbed the “Unreasonable.” “Our company was founded by bringing the very best product into the market,” said CEO Willem Haitink. “From inventing the first wetsuit to the creation of the first surf shop and board leash, we have a storied history of delivering product to consumers and world-class athletes that exceeds all expectations.” The brand campaign not only highlights the unreasonable nature of O’Neill’s athletes and products, but also celebrates the youth of today.
The campaign kicks off alongside the launch of the brand’s video campaign, which features all-new music from alt-rock band AWOLNATION. “Surfing and music go hand in hand. They are instinctual, rhythmic, happy, sad, heavy, soft, disappointing, rewarding, humbling, devastating and glorious on any given day,” said Aaron Bruno, lead singer of AWOLNATION. “Only a surfer can understand the true spiritual soul cleansing of a barrel. Whenever we are out on the road, playing shows in front of thousands of people, I can’t help but sometimes wonder what tubes I may be missing back home.”
The above manifesto will be followed by a collection of videos featuring O’Neill’s top athletes within the worlds of surf and snow. The campaign will culminate with the “Unreasonable” film festival, a chance for top filmmakers – such as Sundance Film Festival Award Winner, Stefan Nadelman – to reimagine modern action sports film through the lens of Unreasonable.