Vision Express Brief
Vision Express are looking to get themselves known more within the glasses world. Since they were founded in 1988, they have been compared and often pushed aside by their major competitor, Specsavers. The aim of this brief was to create an advertising campaign that aims to show parents the necessity of getting their children to have their eyes tested regularly. Children can now get their eyes tested through the NHS for free, which gives the parents no real reason to not get their children’s eyes tested, and vision express is the best place to do it. They have asked for a selection of print based pieces that can be displayed in ad shells both outside and around the shop, as well as any other appropriate placement which fits with the print itself. Alongside this, the company have asked for accompanying media that can be noticed as part of the same campaign, but not print based. Look into different ways to get your work noticed by both commuters, and parents on the school run. Have fun with this brief, but make it memorable!
The Solution
Our advertising revolves around the ethos of "one letter makes all the difference". This concept bases itself around how children developing from a young age often can mistake one letter for another, I.e. V instead of U, 3 Instead of 8 etc. In turn, this small change can affect the whole context of what they are reading, and could dramatically increase issues with understanding the subject. We decided to base the imagery to attract the attention of both children and adults by using recognisable children’s movie characters, but with a one letter change in the title to make a funny, more adult joke. For example, Jurassic Pork, which would depict a large dinosaur sized cage, for a small piglet. This shows how the context changes massively and becomes something it is not intended on being.
The following images are print based materials that would be displayed within Vision Express stores, alongside billboards, ad shells and displayed within cinemas. The use of the adverts in cinemas would bring a more direct connection between the advert and the movie in question.
Online
The online work would consist of mock IMDb pages for the movies, with a small description of what the movies would be about, and how they are in no way similar to the original movies, to emphasise how bad eyesight can lead to
misinterpretation of contexts. The mock IMDb pages would show up both on the original
website and also as sponsored messages on Facebook and Twitter.
Television
The TV advertisements would consist of a mock movie trailer for the movies in question. For example, the funding dory piece would consist of a video in a similar style to the original trailer, yet would show the story behind the funding of Dory’s drug habit and where it came from. The end of the advertisement would fade out into a single screen with the words "One letter makes all the difference, make sure you get your children’s eyes tested. Vision Express". Alongside the imagery, there would be a voiceover discussing what’s going on throughout the film, similar to the definition written on the IMDb webpages.
