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Top 6: April 2nd 2025
*NOTE: Illusion is optimised for large format and based on specific viewing distance. To get closest an experience closest to that of the consumer, please view artwork full screen on … read morea monitor or laptop.*
20% of Australians have an eye condition and don't even know it. Despite 90% of those conditions being treatable with early detection, Australians aren’t being proactive enough, only getting an eye test when they see the symptoms. Which is often too late.
With a cross-disciplinary and multi-national partnership between leading optometrists and digital artist Prospex Park, 1001 Optometry crafted a world-first campaign that hides eye tests within their advertising. Eye tests that are only visible with blurry vision.
At the end of the day, everyone should be seeing their optometrist annually, so the message is personalised based on people's needs. Good or corrected eyesight see an eye-catching optometry ad for the stylish frames and sunglasses they need to both protect their eyes and get ahead of the curve. But bad eyesight sees what they need more urgently: an eye test. Both of which they'll get at their local 1001 Optometry store.
If you're struggling to see it, congratulations, you've got great eyesight. But if you're feeling left out, try squinting...
read less...Client: 1001 Optometry
Chief Executive Officer: James Lee
Retail and Optometry Director: Edward Lee
Head of Optometry and Professional Services: Margaret Lam
AI Artist: Prospex Park
Club10 (Talent Management): Hayley Bedack
PR Agency: Burson
Account Director: Charlotte Tromans
Account Executive: Daniel Tan Xi Ren
Bill Collier: Account Director
Account Director: Georgina Dawson
Media Agency: Wavemaker
Client Director: Rubi Hudson
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