VISION EXPRESS

Specsavers is the number one high street optician, yet it treats poor vision as a laughing matter. So we created a brand purpose for Vision Express that stood in direct opposition to their main competitor's: 

Vision. Taken seriously.

To convince Vision Express of the breadth and power of this new positioning, we wrote a book. Each turn of the page revealed a new insight or fact and a different art directional style. The client not only bought the strategy, they asked us to print 500 copies of the book so they could put one in every Vision Express waiting room in the country.

Here it is:

We launched the brand’s repositioning with a print and outdoor campaign that used copy and imagery taken directly from the book.