| Title | PENNY THE PIRATE |
| Brand | LUXOTTICA |
| Product / Service | OPSM KIDS EYE SCREENING TOOL |
| Category | A01. Mailings |
| Entrant | SAATCHI & SAATCHI Sydney, AUSTRALIA |
| Entrant Company | SAATCHI & SAATCHI Sydney, AUSTRALIA |
| Advertising Agency | SAATCHI & SAATCHI Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Damon Stapleton | Saatchi/Saatchi | Executive Creative Director |
| Matt Gilmour | Saatchi/Saatchi | Creative Director |
| Jon Burden | Saatchi/Saatchi | Creative Director |
| Anna Warren | Saatchi/Saatchi | Producer |
| Jake Bruce | Saatchi/Saatchi | Senior Digital Designer |
| Catherine Harris | Saatchi/Saatchi | Group Business Director |
| Ross Jauncey | Saatchi/Saatchi | Senior Business Director |
| Luke Algar | Saatchi/Saatchi | Business Director |
| Kevin Waldron | Author/Illustrator | |
| Melinda Spencer | Luxottica | Vice President Of Marketing |
| Meredith Jones | Luxottica | Opsm Brand Manager |
| Tara Mckenty | Saatchi/Saatchi | Art Director |
| Iain Nealie | Saatchi/Saatchi | Copywriter |
| Dan Meyers | Saatchi/Saatchi | Head Of Studio |
| Julian Cowling | Saatchi/Saatchi | Studio Manager |
| Mark Sterne | Saatchi/Saatchi | Retoucher |
| Llew Griffiths | Saatchi/Saatchi | Tv Producer |
| Luke Banfield | Tv Editor |
Create a property which allows OPSM to engage with the gatekeeper of family eye health: Mums. Reduce the frictions and road blocks to children getting their eyes tested with OPSM while positioning the brand as a leader in family eye health. The programme should support parents looking to improve their family's eye health by making the process of accessing further information, finding a store and booking an eye test as simple as possible. While the programme should be focused on parents and their children its affect should prioritize eye health for the entire family.
We developed a series of screenings with the Department of Optometry and Vision Sciences at the University of Melbourne that could be operated by a parent to check their child's vision. This research also revealed that these tests required a set of screening tools in order to create an accurate and consistent result. We then approached author/illustrator Kevin Waldron, to create an engaging story that could easily incorporate the challenges provided by these screenings. The final product is a collaborative result between Kevin, the creative team at Saatchi&Saatchi and the children's specialists at the University of Melbourne.
Children don't like coming into optometrists, so with many children having a vision problem in Australia we had to find a way to make parents prioritize family eye health and provide them with a way of engaging their children that is fun and easy to use. We developed a series of screenings with the Department of Optometry and Vision Sciences at the University of Melbourne that could be operated by a parent to check their child's vision. We then approached author/illustrator Kevin Waldron, to create an engaging story that could easily incorporate the challenges provided by these screenings.
This year alone, Penny the Pirate will be used to engage with over 300,000 Australian families. Initial response from parents has been overwhelmingly positive and it has been agreed that this will be a permanent property for OPSM. Please see confidential section below.