The News You Couldn’t See
A first-of-its-kind digital activation that actively demonstrated the difference Specsavers makes.
The Thinking: The Herald Sun's premium reporting couldn't be seen by most people because it was locked behind a paywall. And what does Specsavers do? It helps people see things they couldn't. So we developed a first-of-its-kind digital activation that turned the paywall itself into a product demonstration, by letting people see through it. We proved Specsavers' value proposition in the most literal, memorable way possible.
My Role: Creative Leadership, Concept Development, Copywriting & Messaging, Art Direction
Production Demonstration at Scale
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Proposition & Experience, Unified
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Production Demonstration at Scale — Proposition & Experience, Unified —
This is the Herald Sun’s paywall, and it’s seen by millions. A massive, captive audience facing a wall of inaccessibility every time they click.
Our first-of-its-kind activation transformed the Herald Sun’s paywall from a dead end into a brand experience. One where Specsavers literally helped people see something they couldn’t, realising the brand's core promise at the moment of maximum frustration. It delivered the recall and trust that conventional placements simply cannot.
Once through, Specsavers continued the conversation, reinforcing the brand and its message while driving consideration and conversion.
