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OPSM launches full campaign following Penny the Pirate’s success in Cannes

OPSM is rolling out a full campaign to promote its Penny the Pirate reading book which picked up two Cannes Lions in the Direct category earlier this week and a Silver in Mobile.

A new TVC promotes the campaign, which has seen agency Saatchi & Saatchi create a multi-faceted story book with the character Penny the Pirate, which includes a series of sight exercises for kids to screen  their vision in an entertaining way.

The book was 18-months in development, with the agency partnering with the University of Melbourne’s department of optometry and vision sciences and acclaimed author and illustrator Kevin Waldron.

The campaign also picked up a Bronze in the inaugural Health Lions which happened on Saturday.

Melinda Spencer, VP of marketing for OPSM said: “We are thrilled about winning four Cannes Lions for this campaign,  we have worked in development with our agency Saatchi & Saatchi for over eighteen months on this exciting innovative project.

“We passionately wanted to create a useful tool that helps time poor parents to screen their children’s vision from the comfort of their own home – either through the book or through the app in a fun way and are overjoyed that it has been recognised internationally.”

Saatchi & Saatchi Sydney creative director Matt Gilmour, who worked on the campaign with fellow CD Jon Burden added: “Creating Penny the Pirate was an industry first. Working with OPSM’s optometrists on the children’s book to ensure the screenings were correct as well as developing an engaging story for the children with Kevin Waldron was unlike any other campaign we’ve worked on.”

The book also won News Corp’s We’re for Igniting Creative Ideas campaign taking $250,000 of free media placement to help promote it.

Creative: Saatchi & Saatchi Sydney

Media: OMD

Digital: SapientNitro Sydney

App: Two Bulls

Activations: One Green Bean

PR and social media: One Green Bean

TV Production Company: 8 The Production Company

TV Director: Eddy Bell

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