The team at Specsavers’ in-house agency wanted to create an impactful OOH idea that would help re-launch the famous ‘Should’ve gone to Specsavers’ campaign to the public. The resulting ads drew on the hilarious ‘fails’ that take place in the TV adverts and extended this into the public space, imagining how billboards might appear if they had been installed by someone with poor eyesight.
Three playful billboards in London and Leeds were created: Billboard Blunder showed a 48-sheet that had been put up vertically on a horizontal billboard; in Dodgy Install, the poster spreads above and below the billboard; and Lost Ladder shows a billboard poster’s ladder that’s been accidentally pasted over.
The billboards were a viral sensation. Within hours of being pasted up, they were photographed and shared organically by the public, where they quickly amassed thousands of likes and shares, and millions of organic impressions.
Specsavers: Should’ve gone to Specsavers
Entrant: The Agency, Specsavers
Creative Agency: The Agency, Specsavers
Managing Director: Nicola Wardell
Creative Director: Richard James
Creatives: Bertie Rapkin, Jon Morgan
Creative Strategist: Pollyanna Evelegh
Client Partners: Rhiannon Hughes, Jade Fonteneau
Agency Senior Integrated Producer: Clair Carter
Agency Junior Producer: Phoebe Hazzan
Marketing and Ecommerce Director UK, Ireland & Spain: Chris Carter
Head of Marketing Activation: Victoria Clarke
Marketing Strategist: Aimee Legge
Media Company: Manning Gottlieb OMD
Outdoor: Talon Outdoor