The Challenge
In Sweden, Specsavers is known for being the affordable, accessible optician. But in early 2025, the brand set its sights on a new goal: to be recognized as an expert in eye health. This ambition led to a major investment. Every Specsavers store in Sweden was upgraded with cutting-edge technology capable of detecting even the most elusive eye diseases, like glaucoma. A serious but generally unknown condition. Glaucoma causes blind spots in your vision and worsens over time. It’s a sneaky, invisible disease because the brain compensates for the lost vision, making it hard to detect until the damage is irreversible. Nearly 300,000 Swedes are affected, yet many don’t realize it until it’s too late. But with early detection, glaucoma is treatable, and blindness can often be prevented. To raise awareness and promote Specsavers new eye health exam that can detect glaucoma early, we created a disruptive campaign simulating the condition’s symptoms on billboards across Sweden.
The Solution
This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met. Glaucoma causes blind spots in your vision and gradually worsens over time. It’s an invisible, sneaky condition. Making it impossible to detect, until the damage is irreversible. As a result, nearly 300,000 Swedes are affected, yet many don’t know until the damage is permanent. To raise awareness and promote Specsavers new eye health exam that can detect glaucoma early, we created a disruptive campaign simulating the condition’s symptoms on billboards across Sweden. Our billboards recreated the effects of glaucoma in real time. Iconic landmarks would vanish from view as people approached, mimicking vision loss. AR and AI were used to “fill in” the surroundings, just like the brain does. A powerful, first-hand demonstration of an invisible threat, delivered in a way no one could ignore – that put glaucoma in the spotlight in Sweden, and increased eye health exams with 87.5%, far exceeding expectations.