Dive Brief:

• Oakley has selected San Francisco's Eleven as its new creative agency. 
• Eleven won the account over 15 other shops. 
• The sunglass brand is looking for Eleven to create what CEO Colin Baden describes as a "company-wide mantra around the brand," not unlike Nike's "Just Do It." 

Dive Insight: 

Eleven has a big win to celebrate in knocking out 15 other agencies to win a prestigious brand like Oakley. Trying to come up with something as powerful and pervasive as Nike's "Just Do It" is a tall order, as that kind of branding often comes only once in a company's lifetime — if at all. Hopefully, Eleven can step up to the challenge.