Welcome to Melbourne

Aussies were travelling in record numbers, but only ⅓ were visiting the optometrist each year. Specsavers, one of Australia’s largest optical retailers, disrupted people in their travel frenzy, with a humorous prank to drive optometrist visits, and have people get their eyes tested. Landing at any destination, large signs welcome you to the city. Instead, we welcomed travellers to the wrong airport. Oops! Passengers landing in Sydney were welcomed to Melbourne, those in Melbourne welcomed to Sydney. Brisbane to Darwin, etc. We did this in OOH placements at every major airport in the country.