Eye Foundation puts black spots on ads to warn people about the effects of eye disease
Ogilvy & Mather Sydney has launched an ad campaign for pro-bono client the Eye Foundation, aimed at urging consumers to get their eyes tested this July.
The “julEYE black spot” campaign uses the findings that 75 per cent of vision loss is preventable or treatable, yet every 65 minutes an Australian loses part or all of their vision.
By placing black spots on existing TV, print and outdoor advertisements across the country from mid-June, the campaign allows consumers to experience a simulated view of degenerative eye conditions.
Initially rolling out mid-June on the National Geographic Channel, the on-air campaign will feature black spots over one of the channel’s promotional spots. The black spots will also run over select Movie Network channels advertisements in July.
Negotiations are underway to incorporate the spots on print, outdoor, buses, window display and digital display platforms.
Jacinta Spurrett, Eye Foundation CEO, said: “We needed a campaign that would help people understand the devastating effects of eye disease.
“The Ogilvy team found creative ways to execute the campaign, by leveraging existing media and partnerships and keeping production costs low.”
Credits:
- Client: Eye Foundation
- Ad agency: Ogilvy & Mather Sydney
- Creative Director: Boris Garelja
- Art Director: Brenton Bleechmore
- Copywriter: Jon Tompkin
- Producer: Gabe Hammond
- Studio manager: Dave Nuttall
- Media: Eye Foundation, Neo@Ogilvy
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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