In Australia, someone loses part – or all – of their vision every 65 minutes, and yet in the past year, less than one in five Australians had their eyes tested by an optometrist.
So the brand is set to launch an elaborate social experiment aimed at generating discussion around the value of our eyes, titled The Priceless Eyes Project via Cummins&Partners.
Masquerading as Vesper-Sacs, an advanced medical research company searching for live test subjects, Specsavers posed a shocking question to Australians: how much would you sell your eyes for? People were unanimous – they wouldn’t give up their eyes for any amount, proving the point: our eyes are priceless.
The Priceless Eyes campaign launches in Australia across TV, online, social media and print from 12 September 2018.