The global campaign highlights O’Neill’s long-lasting commitment to delivering above and beyond what would be considered reasonable by anyone’s standards. O’Neill was founded by bringing the very best product into the market. From inventing the first wetsuit to the creation of the of the first surf shop and 4-way stretch boardshort, O’Neill’s storied history of delivering product to consumers and world-class athletes has exceeded 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. Today’s youth aren’t defined as just surfers, snowboarders or skiers. Today’s youth is interested in experiencing all that the world has to offer. They want it all and they want it now, which is completely UNREASONABLE in the very best sense of the word.
The campaign kicks off today with the launch of the brand’s manifesto. To set the musical landscape of the video manifesto for UNREASONABLE, O’Neill partnered with alt-rock phenom AWOLNATION to feature the cinematic, title track “Run” from the upcoming new album due March 17 via Red Bull Records.
“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 video manifesto will be followed by 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 re-imagine the modern action sports film through the lens of UNREASONABLE.