Specsavers has released the latest work in partnership with Country Road, celebrating a new refreshed range of glasses – marking the latest chapter in a 16-year collaboration.
Developed by Specsavers in-house creative, the campaign celebrates the launch of a refreshed Country Road eyewear collection positioning Specsavers as a destination for Australian designers.
Set against the natural beauty of Jervis Bay in regional NSW, the campaign stars internationally recognised Australian model Jessica Hart alongside British model Alex Libby. Together with photographer Simon Lekias and filmmaker, Henry Cousins, they bring to life the campaign platform, ‘Elevated Everyday’, showcasing eyewear designed to effortlessly complement life’s daily moments.
The campaign arrives as Country Road celebrates over 50 years of Australian heritage and reflects the brand’s enduring appeal through a collection that balances quality, longevity and effortless modern design.
The refreshed range includes 18 new styles across optical frames and sunglasses, comprising 11 women’s styles and seven men’s styles. Developed in close collaboration with Country Road, the expanded collection brings the total Country Road offering at Specsavers to 32 frames.
The creative centres on a simple insight: eyewear is one of the most-worn accessories in a person’s wardrobe, accompanying them through everyday moments both big and small. Inspired by Country Road’s relaxed Australian aesthetic, the campaign positions eyewear as a subtle yet meaningful way to elevate daily life, whether it’s a quiet coffee break, a morning swim or cosy moment on the couch with your favourite book.
Stephanie McCormack, senior marketing manager at Specsavers, said the campaign provided the perfect opportunity to connect Country Road’s iconic style credentials with Specsavers’ eyewear expertise.
“The Country Road collection refresh gave us an opportunity to shine a spotlight on a partnership that has existed for more than 16 years. We wanted to create a campaign that felt authentically Country Road while helping consumers see Specsavers as a destination for beautifully designed eyewear that complements their everyday style.”
Sid Tomkins, Head of Design at Specsavers said “It’s been great to collaborate with Country Road; one of Australia’s most renowned heritage brands. Our ‘Elevated Everyday’ campaign blends the fashion pedigree of Country Road with the everyday value of Specsavers. This is a sleek range of glasses built for those ordinary, beautiful moments, bringing an elevated aesthetic to everyday life. The work reflects that same refined look and feel and I can’t wait to see it go live.”
The campaign is supported by an integrated media plan, including national out-of-home, audio partnerships, paid social and a PR and influencer strategy.
Country Road joins a portfolio of exclusive Australian designer partnerships at Specsavers, including Alex Perry, Christopher Esber, Mimco, Carla Zampatti and Collette Dinnigan.
Credits:
Trading Director Specsavers ANZ – Dominic Savill
Director of Marketing Customer Attraction, Specsavers ANZ – Shaun Briggs
Head of Creative Hub & Marketing Operations, Specsavers ANZ – Joanne Dixon
Head of Marketing, Awareness & Consideration, Specsavers ANZ – Anri McHugh
Senior Marketing Manager, Specsavers ANZ – Stephanie McCormack
Global Creative Director, Specsavers – Richard James
Head of Design, Specsavers – Sid Tomkins
Lead Designer, Specsavers – Dave Cross
Senior Integrated Producer, Specsavers – Amy Straker-Lonnen
Art Direction, Specsavers – Naomi Bishop and Holly Piriou
Head of Strategy, Specsavers Creative – Elizabeth Baines
Creative Strategist, Specsavers – Nat Eker-Male
Creative Business Partner, Specsavers – Alex Shoult
Marketing Manager, Country Road – Meg Andersen
Head of Production, CC Production – Carmen Cicchinelli
Photographer – Simon Lekias
Motion – Henry Cousins
Talent – Jessica Hart
Talent – Alex Libby
Associate Director, EssenceMediacom (a WPP Media brand) – Maddison Jones
Group Investment Director, EssenceMediacom (a WPP Media brand) – Remona Salem
Coordinator, EssenceMediacom (a WPP Media brand) – Ella Rogan
Client Partner, EssenceMediacom (a WPP Media brand) – Matt Ridsdale
Head of Investment, EssenceMediacom (a WPP Media brand) – Anthony O’Callaghan
Planning Director, EssenceMediacom (a WPP Media brand) – Lauren Ah Fook
Social & Influencer Director, EssenceMediacom (a WPP Media brand) – Lauren Varbaro
Social & Influencer Coordinator, EssenceMediacom (a WPP Media brand) – Amelia Lynch
Head of Consumer PR and Influence, Ogilvy PR – Rebecca Crawford
Senior Consultant, Ogilvy PR – Taylah O’Neill
Account Director, One Plus One Communications (NZ) – Erin McKenzie
