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The Hidden Eye Test turned traditional billboards into interactive vision screenings, redefining how outdoor engages with and serves the public.

Using a clever blend of technology and optometric science, each billboard showed two completely different messages depending on the viewer’s eyesight. Those with good vision saw a selection of stylish eyewear products. But for those with declining eyesight, the innovative design revealed something more urgent: the need for an eye test, eye scan, or eyecare.

Tactically placed in high-traffic zones with controlled distance, the billboards not only built brand awareness but drove real-world action, turning passive media into an active health check which motivated visits to 1001 Optometry stores.

FULL CREDITS:

Client: 1001 Optometry
Chief Executive Officer: James Lee
Retail and Optometry Director: Edward Lee
National Sales Manager: Dylan Oblein
Head of Optometry and Professional Services: Margaret Lam

Creative Agency: VML Australia
Executive Director (Global): Jon Bird
CEO: Tom Tearle
APAC CCO: Paul Nagy
CSO: Alison Tilling
Group ECD: Richard Williams
Creative Director: Jack Delmonte
Copywriter: Charlie Dejean
Art Director: Andrew Bao
Senior Art Director: Bryce Waters
Senior Director (Resourcing): Kelly Foxcroft
Senior Account Director: Leanne Keogh
Account Manager: Imogen Butcher
Executive Producer: Rachel Rider
Lead Producer: Stevi Russell
Junior Producer: Isabella Lasovski
Lead Editor: Aleksander Janev
Motion Art Director: Mitch Clark

AI Artist: Prospex Park
Club 10 talent management: Hayley Bedack

PR Agency: Burson
Account Director: Charlotte Tromans
Account Executive: Daniel Tan Xi Ren

Media Agency: Wavemaker
Client Director: Rubi Hudson