OPSM’s “Penny The Pirate” Wins Big at Caples in New York

OPSM’s “Penny The Pirate” Wins Big at Caples in New York
Charmaine Andrew
By Charmaine Andrew



Saatchi & Saatchi Australia’s “Penny the Pirate” campaign for OPSM has won its 19th award, for Best In Show at the global direct marketing awards – ‘The Caples’ in New York.

The campaign also picked up gold for Launch Campaign and bronze for Mobile Marketing.

The campaign has now picked up metal at many of the major award shows such as Cannes, London International Awards, Clio, Spikes Asia, Australian Mobile and App Design, ADMA and Caples. It is also the only Australian winner at Caples and London International Awards.

“Penny the Pirate” is a free interactive children’s book and mobile app that allows parents to screen their child’s vision and determine whether they may benefit from a full eye test.

Eye health is one of the most important areas of children’s academic development, with 80% of a child’s learning coming as a result of their vision. However, it can be difficult to know whether a child might need an eye test.

Working with the University of Melbourne, Saatchi & Saatchi created a book that contained three key eye screenings and engaged Kevin Waldron, an award winning children’s author and illustrator, to create a story that would make children want to participate.

The idea has already helped many parents recognise the importance of eye health in their children and also prompted many to seek the professional assistance of an optometrist.




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