1001 Optometry - "The Hidden Eye Test (board)" by ANDY Awards 2026
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1001 Optometry - "The Hidden Eye Test (board)"
This ad is part of the ACT Responsible Collection
- Brand: 1001 Optometry
- Country: United States
- Advertiser: 1001 Optometry
| Title | The Hidden Eye Test (board) |
| Agency | VML (formerly VMLY&R) |
| Campaign | The Hidden Eye Test |
| Advertiser | 1001 Optometry |
| Brand | 1001 Optometry |
| Date of First Broadcast/Publication | 2025 / 4 |
| 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 |
| AI Description | The advertising campaign for 1001 Optometry features a vibrant, eye-catching board with individuals dressed in stylish and colorful attire. The background displays a desert landscape with cacti, emphasizing a theme of clarity versus blurred vision. The ad uses the optical illusion technique to create hidden messages visible primarily to those with vision issues. The purpose is to alert people with unnoticed poor eyesight to seek an eye test by displaying eye conditions within the ad itself. Besides showcasing fashionable glasses, it blends fashion with healthcare, aiming to encourage early detection of vision problems. The campaign is highly innovative, employing a creative and engaging method to stress the importance of regular eye exams, a significant step for preventive care. |
| Chief Creative Officer | Paul Nagy |
| Group Executive Creative Director | Richard Williams |
| Creative Director | Jack Delmonte |
| Art Director | Andrew Bao |
| Copywriter | Charlie Dejean |