Specsavers has taken over Australia’s longest street poster site with a new OOH campaign that leans into the brand’s signature humour.
Spanning 95.45 metres along Swan Street in Richmond, the installation turns a single media placement into a visual gag, asking passersby one simple question: Are you long-sighted or short-sighted?
The execution stretches across 21 panels on one side of the road, spelling out “Loooooooooong sighted?”, while a single panel opposite asks “Short sighted?”.
The contrast plays on perspective, rewarding both pedestrians and drivers with a moment of realisation.
Built for local impact
The campaign forms part of a local area marketing push, designed to bring Specsavers’ tone and humour directly into communities.
Erandi de Silva, local area marketing manager at Specsavers, said the site immediately stood out.
“When our media agency presented the site, we immediately knew it was the perfect canvas for our brand wit, tone and humour,” she said.
“Swan Street is a major thoroughfare, and with stadiums and restaurants nearby, it delivers exceptional visibility.”
Going big with OOH
The concept was developed in-house by creatives Adam Farrell and Holly Piriou, who aimed to maximise the site’s scale.
Farrell said the goal was to create a standout moment.
“We love these standout OOH spaces. You can really give the audience a wow moment, which of course means they’re engaging with the brand,” he said.
“We came up with the idea of turning all the panels into a single long message to create one massive, unmissable execution that’s undeniably Specsavers.”
Media meets creativity
EssenceMediacom handled the media strategy, positioning the campaign for maximum visibility across high-traffic foot and vehicle flow.
Kate Ryan, implementation and activation director at EssenceMediacom, said the site offered a strong platform for brand impact.
“This campaign showcases out of home at its strategic best, capturing broad attention while sparking conversation,” she said.
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
Samantha Ferreri, Head of Marketing Activation and Trade, Specsavers ANZ
Kira Ostrovska, Senior Local Area Manager, Specsavers ANZ
Erandi de Silva, Local Area Marketing Manager, Specsavers ANZ
Joanna Dixon, Head of Creative Hub, Specsavers ANZ
Jane Sargood, Senior Finished Artist, Creative Hub, Specsavers ANZ
Richard James, Creative Director, Specsavers Creative
Holly Piriou, Art Director, Specsavers Creative
Adam Farrell, Copywriter, Specsavers Creative
EssenceMediacom, a WPP agency
Kate Ryan, Implementation & Activation Director, EssenceMediacom
Remona Salem, Implementation & Activation Group Director, EssenceMediacom
Jamie Debuse, Group Client Director, EssenceMediacom
Media partner:
Hayley Shaw, Account Manager, Revolution360
Main image: Specsavers