Specsavers Launches Confronting ‘Priceless Eyes’ Campaign Via Cummins&Partners

Specsavers Launches Confronting ‘Priceless Eyes’ Campaign Via Cummins&Partners

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.


Company: Specsavers

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

Production: Airbag

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

Sound: Nylon

Engineer: Paul Le Couteur


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