Design
Direct Marketing - Consumer
Bronze Winner
OPSM
"Penny the Pirate"
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Corporate Name of Client: Luxottica Retail
Client Supervisor: Melinda Spencer
Client Account Director: Meredith Jones
Agency Account Supervisor: Catherine Harris
Agency Account Director: Ross Jauncey
Account Manager: Luke Algar
Agency: Saatchi & Saatchi Australia, Sydney
Executive Creative Director: Damon Stapleton
Creative Directors: Matt Gilmour/Jon Burden
Copywriter: Iain Nealie
Art Director: Tara McKenty
Agency Producer: Anna Warren
Illustrator: Kevin Waldron
Concept/Cultural Reference:
For parents in Australia and New Zealand, bringing children into an optometrist isn't a priority and many vision-related issues go undetected. So eye care provider OPSM made it easier for parents by sending an eye test to them: Penny the Pirate allows adults to check their child's vision as they read a story to them. Parents can check their kids' results online, and if needed, immediately book an appointment with OPSM. Once they've finished with their book, our 'Pass It On' program encourages mothers to share it.