REFRAMING SPECCY’S
TO BE THE COOL KIDS
Specsavers
SUMMER READY
Specsavers brand perception is a mixture of quirky and affordable. Like Aldi for frames. But they also sell luxury and modern frames. We needed to make people see them as ‘cool’ or ‘trendy’. So we created a high ‘fashun’ brand moment to make sure everyone knew the only way to stay cool this summer is to look cool with speccys. Inspired by the synchronised swimming scene from Austin Powers (IYKYK), the concept evolved into a captivating display of models levitating above water (insert dupa lipa song here). This campaign was rolled out across OOH, TVC, Radio and Digital leaving Speccy’s top of mind when people think sunnies in summer (or at least, that’s what media told us).
Should’ve gone with contacts
Specsavers 'should've gone with' platform has been around for yonks. The challenge was to extend this platform to the contact lens category. We developed several scenarios where glasses just wouldn’t cut it, such as during wrestling matches, heavy makeup, and music gigs. In each of these situations, the message was clear: you 'should've gone with contacts'.
To bring this concept to life, we created films, radio and digital assets feat. Aubrey Haive, a RuPaul's Drag Queen, and Carlo Cannon, a pro wrestler. So if you’re wondering why all the Switfties were wearing contacts, now you know.
