1001 Optometry launches The Hidden Eye Test Campaign for eyecare awareness

Australia - 1001 Optometry, an Australian eyewear company, has unveiled a thought-provoking campaign, The Hidden Eye Test, developed in collaboration with VML and AI artist Prospex Park. 

With increasing rates of preventable eye decline in Australia, 1001 Optometry aims to encourage people to get their eyes tested without directly telling them. The campaign features outdoor ads with text visible only to those with impaired vision, using advanced AI to create a unique, interactive experience. If viewers see terms such as ‘eye test’ or ‘eyecare’, it signals the need for an eye examination. 

Edward Lee, retail and optometry director at 1001 Optometry, said: ‘This campaign is a wake-up call. It forces people to confront their eye health and take action before it’s too late.’ 

The campaign targets various vision conditions and is also running on social media and retail channels. Jack Delmonte, creative director at VML, added: ‘It’s an interactive experience that encourages people to recognise potential vision issues on their daily commutes.’ 

Explore LS:N Global’s The Synthocene Era: Trend Tracker report to understand the trajectory and near-term implications of AI’s impact on design and advertising.