Proactive Reactive – Specsavers

If there’s one brand that’s always on the lookout for an ‘epic fail moment’, it’s Specsavers.

Their campaign ‘Should’ve gone to Specsavers’ is built around people failing to see the obvious. So, when this happens in real life, they have to be ready to act.

They certainly were during this year’s Olympics in Rio, when an official mistook North Korea’s flag for their Southern brothers (and mortal enemy). It almost turned into a political incident, instead it quickly became a classic piece of advertising.

Matthew Philip, Director of Strategy at Specsavers’ agency explains their process here.

In their latest South African campaign entitled ‘Wings Roulette’, President Zuma is challenged to pay back the tax-payer’s money he stole to fund his renovations.


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