Specsavers has taken its long-running Should’ve gone to Specsavers platform to new heights, unveiling a campaign on the Southern Hemisphere’s largest billboard, with a deliberately botched design.
The creative, developed in-house by Specsavers Creative, was installed this week on oOh! Media’s Sydney Glebe Island Silos. Only part of the tagline and half the green-and-white ellipse logo are visible across the site’s 1,000+ square metres, perched atop 15 heritage-listed silos.
The execution follows earlier out-of-home activations that played with intentional mistakes, from upside-down bus panels to mismatched airport welcome signs, all prompting audiences to share the joke online. Specsavers ‘Welcome to Melbourne’ won tis year’s inaugural OMA Awards.
Anri McHugh, Head of Awareness and Consideration at Specsavers, said: “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.
“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!’s creative and innovation hub, added: “We love when brands embrace a bit of cheeky creativity, and Specsavers have done just that. Turning a ‘mistake’ into a giant punchline on the biggest canvas in the Southern Hemisphere is both bold and brilliantly on-brand.”
Remona Salem, Group Director at EssenceMediacom, said the campaign sets a new benchmark: “Specsavers is defining and elevating the gold standard for Out-of-Home executions across the industry. This bold approach not only captures widespread attention but also sets a new benchmark for impactful brand engagement.”
The billboard will remain in place until 23 October 2025.
Credits:
Creative: Specsavers Creative
Media 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
Top image: Specsavers’ Glebe Island Silos campaign