Eye-wear brand Specsavers has launched a billboard on oOh!media's iconic Sydney's Glebe Island Silos with an intentional slip-up.
The campaign was created by Specsavers Creative and includes a big “mistake” with only a fraction of the iconic "Should’ve gone to Specsavers" tagline and half of the brand's green and white ellipse logo visible.
The site is more than 1,000 square metres and sits on top of 15 heritage-listed silos.
“We know that attention is the new currency, and nothing cuts through like a well-timed mistake —especially when it’s on a scale this big,” said Anri McHugh, head of awareness and consideration at Specsavers.
"By owning our mistakes in our unique tone of voice, we’re not just driving brand fame, we’re reminding Australians that mistakes are easily made if your eyesight is failing, which is a good reminder to Australians of all ages to look after their eye health.
Josh Gurgiel, head of POLY, oOh!media's creative and innovation hub, said the outdoor media specialist loves when brands embrace a bit of cheeky creativity.
"Turning a ‘mistake’ into a giant punchline on the biggest canvas in the Southern Hemisphere is both bold and brilliantly on-brand," Gurgiel said.
"This campaign is a perfect reminder that OOH is at its best when it captures attention and sparks conversation."
Remona Salem, group director at EssenceMediacom, said Specsavers is defining and elevating the gold standard for OOH executions across the industry.
"I love executing campaigns of this calibre, especially with a visionary brand that demonstrates such a courageous willingness to innovate and strategically leverage Australia's most iconic platform," said Salem.
"This bold approach not only captures widespread attention but also sets a new benchmark for impactful brand engagement."
The billboard can be viewed from now until October 23.
CREDITS
Creative: Specsavers
CreativeMedia Agency: EssenceMediacom a WPP agency
Specsavers:Jane Hoban, Trading Director ANZ
Shaun Briggs, Director of Marketing Customer Attraction ANZ
Richard James, Global Creative Director, Specsavers Creative
Anri McHugh, Head of Marketing – Awareness and Consideration ANZ
David Cross, Lead Designer, Creative Hub ANZ
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