Specsavers.
Specsavers has won the Creatives Award: Classic award at the World Out of Home (WOOH) Annual Congress in Mexico City for the 'Welcome to Melbourne' campaign via creative agency TBWA (VIC).
The award recognises OOH creative execution that demonstrates a brilliant use of medium and is considered a memorable and effective piece of work.
Specsavers also won in 2022 with their slogan ‘Should’ve gone to Specsavers.’
“Australia leads the world in OOH audience measurement & we are just as passionate about creativity and concept,” OMA CEO Elizabeth McIntyre said.
“We are proud that an Australian campaign has been recognised on a global stage.
“Specsavers dominate OOH with their creative and innovative takes on utilising both classic and digital billboards in unusual and site-specific ways.”
The 'Welcome to Melbourne' campaign also won the 2024 Grand Prix at the Outdoor Media Association Creative Awards in April.
Creatives Tom Badge and Alana Wood from TBWA\Melbourne were awarded a trip to the Cannes Lions International Festival of Creativity 2025 in June.
“Just when you think they’ve peaked, Specsavers reminds you that the ‘Should’ve gone to Specsavers’ strategy isn’t like the others,” WOO Awards Jury chair and founder of Dinova Dino Burbidge said.
“The latest Welcome to Melbourne campaign is a behavioural science masterpiece, leaving the audience in confused limbo for a few seconds (with maybe a hint of panic) before the aha! penny drops.
“It’s a brilliant example of how OOH can blend simplicity, creativity and location to create something that’s greater than the sum of its parts.”
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