Case History Database

To combat Australia's looming eye health crisis, the "Hidden Eye Test" campaign was launched to get people to prioritize eye care. Using AI-generated and human-crafted outdoor and social ads, 1001 Optometry created a world-first campaign where a hidden message was only visible to those with vision impairments. This innovative and targeted approach highlighted 1001 Optometry’s shift from a simple eyewear brand to a comprehensive eye health provider and was designed to drive attention and behavioral change.

James Lee	CEO	1001 Optometry
Edward Lee	Retail and Optometry Director	1001 Optometry
Dylan Oblein	National Sales Manager	1001 Optometry
Charlotte Tromans	Account Director	Burson
Daniel Tan Xi Ren	Account Executive	Burson
Hayley Bedack	Talent Management	Club 10 talent management
Prospex Park	AI Artist	Prospex Park
Alison Tilling	CSO, Author	VML Australia
Jon Bird	Global Executive Director, Author	VML Australia
Paul Nagy	CCO APAC	VML Australia
Tom Tearle	CEO	VML Australia
Richard Williams	Group ECD	VML Australia
Jack Delmonte	Creative Director	VML Australia
Charlie Dejean	Copywriter	VML Australia
Andrew Bao	Art Director	VML Australia
Bryce Waters	Senior Art Director	VML Australia
Leanne Keogh	Senior Account Director	VML Australia
Imogen Butcher	Account Manager	VML Australia
Rachel Rider	Executive Producer	VML Australia
Stevi Russell	Lead Producer	VML Australia
Isabella Lasovski	Junior Producer	VML Australia
Mitch Clark	Motion Art Director	VML Australia
Kelly Foxcroft	Executive Director Resourcing	VML Australia
Rubi Hudson	Media Lead	Wavemaker