Specsavers Celebrates a Decade of Collaboration with Designer Alex Perry in New Campaign via AJF – Campaign Brief


To celebrate 10 years of collaboration, Specsavers and Alex Perry have collaborated on more than just a new collection of frames. The 10th anniversary campaign includes three limited edition frames, a new “Should’ve” featuring the fashion designer as well as a large format OOH and digital media campaign featuring iconic images of Alex Perry.

It’s the first “should have” Perry has appeared in, but it’s something he’s wanted to do for a long time.

Jane Hoban, Director of Marketing and Contact Lenses at Specsavers, says Jane Hoban: “Alex has always wanted to do a ‘must have’ that focused on style and our 10th anniversary seemed like the perfect time to bring this to life. his idea. We wanted to develop a playful and relatable execution that seamlessly brought our two brands together and celebrated our exclusive collaboration at the same time.

“Working alongside one of Australia’s most iconic fashion designers has been an exciting challenge for the team. Together with Alex and AJF, we came up with an idea inspired by Alex and featuring his own shortcomings in vision , which allowed us to execute our famous Should’ve creation in a new way, and for Alex to not only be there, but to be the gag target, it gives him a real breakthrough.

The playful gag takes place backstage at a fashion show and demonstrates why you “should have gone to Specsavers” when Perry, flanked by two models, confidently walks towards the stage but inadvertently misinterprets the signs and the trio finds himself confronted with the street instead of the track as they walk through the door.

“Working with Alex Perry on this celebratory Should’ve piece was a true collaboration from start to finish,” said Jeremy Goodall, Director of Nine Powered Studios. We wanted to capture her essence as a designer and portray some of the glamor of the fashion world while making sure her energy shines through. The perfect place for it to shine was in the crescendo moment of pleasure where the lighter side of Alex’s personality steals the show.

The corresponding out-of-home and digital execution, developed by AJF, features Perry’s trademark look of wearing his glasses on top of his head with the slogan “Designed by Alex, not designed to be worn like Alex”. This use of Specsavers’ famous warm and witty tone alongside Perry’s signature look further underscores the true collaborative nature of the partnership.

The limited-edition eyewear range includes two optical eyewear styles and one sunglasses style that draw on the DNA of Alex Perry’s previous eyewear lines and include timeless shapes of soft champagne acetates and details striking leopard print.

The Specsavers and Alex Perry partnership is an example of a very successful and meaningful collaboration that was built on a foundation of mutual respect and understanding. He has brought something special and exciting to Specsavers customers over the years and each collection has allowed Perry to translate his creative ideas and vision into high quality, stylish eyewear that looks and feels expensive but that are affordable and accessible to everyone.

At a special 10-year anniversary dinner in Sydney, Perry commented on the past decade of working with Specsavers: “10 years ago I chose to work with Specsavers because I loved the fact that it was a family business with a vision to create amazing eyewear that was affordable and beautiful.

“I love the values ​​of the company, the commitment to great design and impeccable quality, and the people I work with. A decade later, I feel like we’re just getting started. The possibilities are endless when you want to make people look good and feel fashionable.

What started with Perry has gone on to differentiate Specsavers as a provider of stylish and affordable Australian designer eyewear. Over the past decade Specsavers has collaborated with a number of Australian designers and brands including Collette Dinnigan, Country Road, Ellery, Carla Zampatti and several Indigenous artists in partnership with the Fred Hollows Foundation.

The Alex Perry Limited Edition collection launched at Specsavers stores in Australia and New Zealand on March 17. The campaign is taking place in Australia with online video, social media, large format OOH, bus returns, digital media and in-store outlets and will run until May 29.

Client: Specsavers
Director of Marketing and ANZ Contact Lenses: Jane Hoban
Head of ANZ Brand Creation: Carly Wickenton
ANZ Marketing Planning Manager: Shaun Briggs
Brand Creative ANZ Senior Marketing Manager: Joanne Dixon
Senior Marketing Manager ANZ Brand Planning: Anri McHugh
Brand Creation Marketing Manager: Elizabeth Hoffman
Merchandising Manager – ANZ Product: Margarita Dimaria

Agency: AJF
Creative Director: Joshua Stephens
Creative Director: George Freckleton
Lead Art Director: Sang-Wun Kim
Lead Writer: Gareth Sweet
Photographic producer: Ilona Phyland
Chief Strategy Officer: Jill Cummins
Strategic Planner: Andrea Nelson
Account Manager: Susan Bird
Senior Account Manager: Sarah Dalli
Lead Account Manager: Kailah Symons

Production: Motorized Studios
Director: Jeremy Goodall
Producer: Kim Chapman
Director of photography: Emilio Abbonizio
Post-production: Tim Margetts (editor) and Vandal (rank)
Sound production: Squeak E Clean
Media: initiative

Partnerships Officer: Vanessa Metelovski
Partnerships Associate: Laura Pozzobon
Account Manager: Ronit Roy
Managing Director – Specsavers: Heath Wooster

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