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Specsavers and Alex Perry celebrate decade of collaboration via AJF

Specsavers has teamed up with Australian designer Alex Perry to celebrate the last 10 years of partnership, in its latest campaign from AJF.

The campaign leverages the optical retailer’s ongoing ‘Should’ve gone to Specsavers’ brand positioning, with OOH and digital media executions starring fashion designer.

The 15-second spot is set behind the scenes at a fashion show, seeing Perry, flanked by two models, confidently stride towards the stage, but upon misreading signage, mistakenly find themselves on the street instead of the runway as they burst through the door.

“Alex has always wanted to do a ‘Should’ve’ that had a real style focus and our 10-year anniversary seemed like the perfect time to bring his idea to life. We wanted to develop a playful and relatable execution that seamlessly brought our two brands together and celebrated our exclusive collaboration at the same time,” explained Specsavers director of marketing and contact lenses, Jane Hoban.

“Working alongside one of Australia’s most iconic fashion designers on this was an exciting challenge for the team. Together with Alex and AJF we came up with an idea that was inspired by Alex and dramatises his own vision shortcomings, which enabled us to execute our famous Should’ve creative in a fresh new way. And, to have Alex not only feature in it but be the target of the gag gives it real cut through,” Hoban added.

Created and produced by Nine Powered Studios, director Jeremy Goodall says, “Working with Alex Perry on this Should’ve celebration piece was a true collaboration from start to finish. We wanted to capture his essence as a designer and portray some of the glamour of the fashion world while at the same time making sure his energy came through. The perfect place for that to shine was in the crescendo moment of fun where the lighter side of Alex’s personality steals the show.”

The campaign is running in Australia across online video, social, large format OOH, bus backs, digital media and in-store POST, and will run until the 29th of May.

A Limited Edition collection of Alex Perry frames also launched in stores in Australia and New Zealand on the the 17th of March.

At a special 10-year anniversary dinner in Sydney, Perry commented on the past decade of collaborating with Specsavers: “10 years ago, I chose to work with Specsavers because I loved the fact that they were a family run business with a vision to create amazing eyewear that was affordable and beautiful.”

“I love the company values, the commitment to great design and flawless quality and the people I get to work with. A decade on, I feel like we have only just begun. The possibilities are endless when you want to make people look beautiful and feel fashionable,” he said.

AJF was first appointed to the Specsavers creative account in 2020. In April 2021 the agency released its’ first campaign for the brand, spoofing the ‘Dueling Banjos’ scene from the 1972 film Deliverance under the ‘Should’ve’ brand position. The agency continued its cowboy homage with a later campaign released in January this year.

Credits:

Client: Specsavers
Director of Marketing and Contact Lenses ANZ: Jane Hoban
Head of Brand Creative ANZ: Carly Wickenton
Head of Marketing Planning ANZ: Shaun Briggs
Senior Marketing Manager Brand Creative ANZ: Joanne Dixon
Senior Marketing Manager Brand Planning ANZ: Anri McHugh
Marketing Manager Brand Creative: Elizabeth Hoffman
Merchandising Manager – Product ANZ: Margarita Dimaria

Agency: AJF
Chief Creative Officer: Joshua Stephens
Creative Director: George Freckleton
Senior Art Director: Sang-Wun Kim
Senior Copywriter: Gareth Sweet
Photographic Producer: Ilona Phyland
Strategy Director: Jill Cummins

Strategy Planner: Andrea Nelson
Head of Account Management: Susan Bird
Senior Account Director: Sarah Dalli
Senior Account Manager: Kailah Symons

Production: Powered Studios
Director: Jeremy Goodall
Producer: Kim Chapman
Cinematographer: Emilio Abbonizio
Post Production: Tim Margetts (Editor) & Vandal (Grade)
Sound Production: Squeak E Clean

Media: Initiative
Partnerships Executive: Vanessa Metelovski
Partnerships Associate: Laura Pozzobon
Client Director: Ronit Roy
General Manager – Specsavers: Heath Wooster

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