1001 Optometry - "The Hidden Eye Test" by ANDY Awards 2026
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1001 Optometry - "The Hidden Eye Test"
This ad is part of the ACT Responsible Collection
- Brand: 1001 Optometry
- Country: Australia
- Advertiser: 1001 Optometry
| Title | The Hidden Eye Test |
| Agency | VML (formerly VMLY&R) |
| Campaign | The Hidden Eye Test |
| Advertiser | 1001 Optometry |
| Brand | 1001 Optometry |
| Date of First Broadcast/Publication | 2025 / 3 |
| Product | Business Equipment & Services |
| Business Sector | Opticians |
| Story | The majority of Australians fail to get annual eye checks. They only do it when their bad eyesight becomes impossible to ignore… after their eyes have worked overtime to correct themselves, leading to unnecessary and irreversible damage. Instead of telling people they need to get their eyes checked, we showed them, with eye tests, that only those who can’t see can see. Using optical illusions that are only visible with blurry vision, this world-first campaign hides eye tests within 1001 Optometry’s own ads. The campaign works on two levels. Those with poor eyesight are given a direct prompt to get their eyes checked, and those with correct eyesight will see stylish preventive glasses they can purchase in their stores. |
| Media Type | Case Study |
| Length | |
| AI Description | The ad begins by informing viewers of the campaign's optimization for large format billboards, encouraging them to view on larger screens. It highlights that 20% of Australians have unrecognized eye conditions, emphasizing the importance of regular eye tests. The visuals alternate between clear and blurred images, creating an optical illusion illustrating how advertisements are perceived differently depending on one’s eyesight. Several scenes depict people in vibrant attire against a colorful desert backdrop, resonating with the campaign's artistic and innovative theme. Collaborating with AI artists, the ad showcases a new font design visible only when slightly out of focus, engaging both viewers with good and poor eyesight. Success metrics are shown, including increased eye tests and media engagement. The ad concludes with the prompt, "If you see it, you need it," reiterating the importance of eye care. |
| Group Executive Creative Director | Richard Williams |
| Advertising Manager | James Lee |
| Advertising Manager | Edward Lee |
| Advertising Manager | Dylan Oblein |
| Advertising Manager | Margaret Lam |
| Consultant | Jack Hanrahan |
| Executive Director | Jon Bird |
| Chief Executive Officer (CEO) | Tom Tearle |
| Chief Creative Officer | Paul Nagy |
| Executive Creative Director | Richard Williams |
| Creative Director | Jack Delmonte |
| Copywriter | Charlie Dejean |
| Art Director | Andrew Bao |
| Art Director | Bryce Waters |
| Account Director | Leanne Keogh |
| Account Manager | Imogen Butcher |
| Executive Producer | Rachel Rider |
| Producer | Stevi Russell |
| Art Director | Mitch Clarke |
| Media Agency | Wavemaker |
| Media Client Director | Rubi Hudson |
| Production Service Company | Prospex Park |
| Art | Hayley Bedack |
| PR Agency | Burson |
| PR Account Director | Charlotte Tromans |
| PR Account Director | Bill Collier |
| PR Account Director | Georgina Dawson |
| PR Account Executive | Daniel Tan Xi Ren |