Specsavers Film, DM Your Eyes Are Priceless by Cummins & Partners Melbourne

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Your Eyes Are Priceless

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Industry Opticians
Media Film, Direct marketing
Market Australia
Agency Cummins & Partners Melbourne
Chief Creative Officer Sean Cummins
Creative Director Chris Ellis, Heath Collins
Senior Copywriter Liam Jenkins
Creative Chay O'rourke, Adam Slater, Cameron McMillan
Production Airbag Productions
Director Aaron Wilson
Released October 2018

Credits & Description

Media: Web Film
Category: Public interest
Client: Specsavers
Agency: Cummins&Partners, Melbourne
Production: AIRBAG
Country: Australia
Director: Aaron Wilson
Chief Creative Officer: Sean Cummins
Creative Director: Chris Ellis
Creative: Adam Slater
Creative: Cameron McMillan
Creative: Chay O'Rourke
Creative Director/ art director: Heath Collins
Producer: Selin Yaman
Senior Copywriter: Liam Jenkins
Executive Producer: Martin Box
Executive Producer: Karley Cameron
Group Account Director: Marnie McKenzie
DoP: Ed Goldner
Editor: Cindy Clarkson
Editor: Meng Han
Project Manager: Karina Baird
Chief Executive Officer: Chris Jeffares
Production Designer: Jackson Dickie
Managing Director: Adrian Bosich
Strategy Director: Melissa Warren
Account manager: Dominique Grainger
Published: September 2018
Synopsis:
One in two people will suffer from an eye condition at some time in their lives, yet we take our eyes for granted. In fact, most Australians have never even had an eye test. To show people the true value of their eyes, Specsavers posed as Vesper Sacs, a fake medical research company, and confronted everyday Australians with an unthinkable question: how much would you sell your eyes for? The elaborate social experiment elicited genuine reactions by constructing a high-tech facility in a CBD office tower from scratch - complete with staff, a company backstory, brochures, a corporate video and even stationery. In New Zealand the film launched to millions of eyes in a media first: the buyout of an entire four-minute ad break.