2019 Agency - Media Idea - £250-£1m

Don’t lose the picture
Specsavers

Every six minutes, a person in the UK begins losing their eyesight, yet data from the Royal National Institute for the Blind (RNIB) points to how loss of eyesight is avoidable. While people are aware that routine eye tests can pick up harmful conditions such as glaucoma, few realise that they can also show signs of life-threatening diseases such as high blood pressure and diabetes.

Specsavers raise awareness of the issue by showing people what it means to lose your sight - literally. The campaign focused on blank spaces - removing images where people would most expect to see them, to create what it means to ‘lose the picture’. 

Images were removed from a range of media - a TV commercial just had a description of the action; on YouTube and Facebook, videos were replaced with plain, copy-only ads, with out of home sites also shunning moving image for static copy. The Sun, which carries the highest ratio of image to copy at 70%, featured a plain cover wrap. 

In cinema, the trailer of Sony Pictures’ upcoming blockbuster, Slaughterhouse Rulez, was re-recorded and turned into an audio-only spot, describing rather than showing the action. As a result of the campaign, there was a 164% year-on-year increase of eye tests, driving over 211,000 sight tests per week.

Silver 
Wavemaker 
#TogetherAgainstHate - Nationwide

Nationwide partnered with Channel 4 to highlight the issue of online abuse. The campaign featured an ad-break takeover focusing on racial abuse, disability prejudice and homophobia. Nationwide also launched 50 pieces of content from micro-influencers talking about their own experiences of online abuse, to provoke reaction and authentic conversation. The campaign achieved impressive results in terms of reach and brand health tracking, while Channel 4’s research ranked the campaign as its most impactful ever. 

Bronze 
OMD UK 
Channel 4 Derry Girls - Channel 4

Channel 4’s comedy series Derry Girls was a hit in Northern Ireland but the broadcaster needed to widen the show’s nationwide appeal ahead of the second series launch. Its campaign took people back in time on a nostalgia trip, focusing on politics, music and technology from the 1990s, the time frame featured in the show. It included a mural on a pub wall in Londonderry and a partnership with Spotify featuring 90s playlists. The campaign also revived Teletext – the public information service found on televisions everywhere in the 1990s, creating ‘Derry Text’. Pictures of the mural were shared thousands of times on social and the Spotify playlists gained over 10,000 followers.

Finalists 

Mediacom: Ask Twice - Time to Change 
PHD: Awesome Week - The Lego Movie 2 and Warners Bros UK
Goodstuff: Augmented Realitree - Yorkshire Tea

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