In response to a growing concern that Australians aren’t taking preventative measures to look after their eye health, Specsavers has launched a confronting eye heath awareness campaign, titled The Priceless Eyes Project, via independent agency Cummins&Partners.
Masquerading as Vesper-Sacs, an advanced medical research company searching for live test subjects, Specsavers posed a shocking question to Australians: how much would you sell your eyes for? People were unanimous – they wouldn’t give up their sight for any amount, proving the point that our eyes are priceless.
Specsavers marketing director, Sarah McInnes said: “We created this campaign because we’re concerned about people not understanding the crucial importance of preventative eye care. No one should suffer from avoidable vision loss and blindness in Australia but they are, unnecessarily. We knew that if we were going to be successful in getting people to stop and really think about their eyes we needed to create something really powerful and meaningful.”
Creative director at Cummins&Partners, Chris Ellis, said: “The team started with a human truth – you wouldn’t trade your eyes for anything. We then put it to the test in a real scenario. The result is genuine emotion from everyday Australians when confronted with the prospect of a world without vision – it’s undeniable.
“The best advertising doesn’t just get people to think, but act. We believe this compelling piece of work will do both,” Cummins&Partners chief creative officer, Sean Cummins, added.
Unlike many other chronic health conditions like cancer and heart disease, eye health does not get a lot of media attention and is not on people’s radar. In the past year, less than 1 in 4 Australians visited an optometrist to get their eyes tested, meaning millions of Australians are putting their sight needlessly at risk.
The Priceless Eyes Project launched yesterday, Sunday 9 September 2018, in Australia across TV, online, social media and print.
Marketing Director ANZ: Sarah McInnes
Optometry Director ANZ: Peter Larsen
Head of Optometry ANZ: Ben Ashby
Marketing Manager: Nick Oswald
Senior Campaign Manager: Lisa Otterburn
Head of Public Relations ANZ: Cathy Rennie Matos
Agency: Cummins& Partners
Creative Director: Chris Ellis
Creative Director/Art Director: Heath Collins
Senior Copywriter: Liam Jenkins
Executive Producer: Karley Cameron
Group Account Director: Marnie McKenzie
Strategy Director: Melissa Warren
Account Manager: Dominique Grainger
Project Manager: Karina Baird
Chief Creative Officer: Sean Cummins
CEO: Chris Jeffares
Director: Aaron Wilson
Producer: Selin Yaman
DOP: Ed Goldner
Production Designer: Jackson Dickie
Editors: Cindy Clarkson, Meng Han
Managing Partner: Adrian Bosich
Executive Producer: Martin Box
Engineer: Paul Le Couteur