Meet Penny the Pirate, a new children's character created for OPSM.
Penny has been created to help parents and children check their eye sight using the book, an eye patch, a spyglass and 3D glasses.
The twist? It's all for free.
The novel campaign, created by Saatchi and Saatchi and supported by TV, digital, social and retail executionos, promotes the benefit of healthy eyes through reading.
Creative: Saatchi and Saatchi Sydney
App: Two Bulls
Activations: One Green Bean
PR and social media: One Green Bean
TV Production Company: 8 The Production Company
TV Director: Eddy Bell