In October 2010, after being trapped for over two months underground, the 33 Chilean miners were successfully liberated in a televised rescue mission. There were immediate medical concerns; aside from the almost guaranteed psychological and physical effects of the ordeal, the miners had been living without sunlight for an incredibly long time. In response to medical concerns about light exposure, Oakley donated 33 pairs of sunglasses with “black iridium lenses” to shield the miners’ eyes. Suddenly, the media began discussing the merits of Oakley shades and the scientific benefits of the donated model. This is perhaps the most brilliant move in the era product placement ever. Every time one of the 33 miners surfaced, hundreds of cameras zoomed in on their faces to try and capture the uplifting moment. And what logo was featured prominently on each face? Oakley. Every single photo from the rescue was an Oakley advertisement. And the donated sunglasses generated positive publicity for the company as well. Who knew giving could lead to such tangible rewards?
Can you spot the Oakley logo?
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