Brief: Get more people to realise how important their vision is, and to therefore start getting eye tests regularly.
Idea: Using British actress Dame Julie Walters as our brand ambassador, we showed how important her vision was in her life and career throughout the years. Going back in time, the execution demonstrates many important and recognisable visual moments that inspired her acting and character building.
Results: There has been 20% improvement in market share, and NPS has seen a 10 point improvement.
It has also doubled category and competitor norms on awareness, likability and consideration.
Creativity Online - Editor's pick, The Drum - Ad of the Day, Campaign, David Reviews - 4 stars, AdStacher.