Specsavers.
Melbourne's landmark outdoor site, the JCDecaux ICON, has been transformed into a giant 'Should've gone to Specsavers' campaign.
"When we saw the St Kilda site we knew that it represented an excellent opportunity to get our brand out in a very public space in a very Specsavers way,” said Specsavers global creative director, Richard James.
“This is another great example of how we're able to combine unusual media placements with playful creative to get our message out there."
Created in-house by Specsavers Creative, the execution features a series of intentionally incorrect creatives, including misaligned artwork, incomplete logos and incorrect references to days of the week.
"The best 'Should've gone to Specsavers' ideas are the ones that people spot for themselves,” said Specsavers head of marketing awareness and considation, Anri McHugh.
“Outdoor is the perfect place for that because it allows us to create a moment of discovery. You notice something looks wrong, take another look, and then the joke lands."
The work builds on the enduring appeal of the 'Should've gone to Specsavers' platform, which has been making light of everyday mistakes caused by poor vision for almost 20 years.
"Specsavers is utilising The ICON exactly like a brand should, A simple message, on a high-quality site, that reaches a huge amount of people every day,” said JCDecaux national product director, Sam Noble.
“Those deliberate mistakes turn heads and cause a second look, creating such a memorable moment. The multiple mistakes shown is a tribute to the dynamic nature of digital – 10/10"
The campaign is live from July 13 to July 26, at the JCDecaux ICON site at Melbourne's St Kilda Junction.
"We always aim to push the boundaries of Outdoor advertising, but there is a unique joy in executing a creative concept that is entirely bespoke to its physical format,” said EssenceMediacom group director Remona Salem.
“The ICON screens presented us with a brilliant canvas to play with.
"By leveraging the sheer scale, unique visual perspectives, and the spatial relationship between the sites, we were able to bring the iconic 'Should've gone to Specsavers' to life in a way that feels incredibly fresh, witty, and contextual.
“It's not just an ad; it's a visual joke that perfectly interacts with the environment around it.”
Credits:
- Creative: Specsavers Creative
- Media Agency: EssenceMediacom a WPP agency
Specsavers:
- Dominic Savill, Trading Director Specsavers ANZ
- Shaun Briggs, Director of Marketing Customer Attraction, Specsavers ANZ
- Anri McHugh, Head of Marketing Awareness & Consideration ANZ
- Imogen Blaskett, Marketing Manager Awareness & Consideration ANZ
- Simon Bougourd, Creative Director, Specsavers Creative
- Bertie Rapkin, Senior Creative, Specsavers Creative
- Jon Morgan, Senior Creative, Specsavers Creative
- Danny Bush, Integrated Production Lead, Specsavers Creative
- Felicity Pelly, Lead Creative Business Partner, Specsavers Creative
- Katie Digweed, Creative Business Partner, Specsavers Creative
- Paul Porter, Senior Strategist, Specsavers Creative
- Jane Sargood, Senior Finished Artist, Specsavers Creative
EMC:
- Remona Salem, Group Director, EssenceMediacom Melbourne
- Maddison Jones, Associate Director, EssenceMediacom Melbourne
- Anthony O'Callaghan, Head of Investment, EssenceMediacom Melbourne
- Matt Ridsdale, Client Partner, EssenceMediacom Melbourne
- Jeremy McNamara, General Manager, EssenceMediacom Melbourne
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