SPECSAVERS / WHAT'S YOUR YES

The Problem

Every optician offers clinicians a joining bonus. After a while, the clinicians stop hearing it. Specsavers needed a way to stand out in a crowded recruitment market without just shouting louder about money.

The idea

Stop talking about what Specsavers offers. Start asking what clinicians actually want. With over 1,000 stores across the UK, there's enough flexibility to make almost anything work.

My initial concept was built around kids giving ridiculous answers when asked what would make them say yes to a job at Specsavers. I took the concept to my design team. Will Gallett, one of my designers, immediately connected with the idea and took it in a new direction.

The concept evolved, but the core idea stayed. We can't give you a football team, but we can give you season tickets. We can't give you a store on the moon, but we can give you a store where you don't work weekends.

The idea

Stop talking about what Specsavers offers. Start asking what clinicians actually want. With over 1,000 stores across the UK, there's enough flexibility to make almost anything work.

My initial concept was built around kids giving ridiculous answers when asked what would make them say yes to a job at Specsavers. I took the concept to my design team. Will Gallett, one of my designers, immediately connected with the idea and took it in a new direction.

The concept evolved, but the core idea stayed. We can't give you a football team, but we can give you season tickets. We can't give you a store on the moon, but we can give you a store where you don't work weekends.

The delivery

Will developed the illustration style that became the visual language for the entire campaign. Together we shaped it into the final product and produced all the final assets.

Where it ran

Google Display, digital OOH billboards, print magazine ads, and social media.

WORK WITH ME

Mike Lowry