The globally renowned “Should’ve gone to Specsavers” tagline has been in-market for over 17 years. The popular colloquialism now synonymous in culture with visual mistakes that would have been obvious to the clear sighted. the challenge is to keep new work fresh and attention-grabbing. 

Airport travel is stressful, and this insight led to the creative idea. this heightened state of stress makes travellers more susceptible to sight-related blunders. Perfect for a ‘Should’ve gone to Specsavers’ moment.

This time, instead of portraying a sight-related gag, we let the audience experience one. Baggage carousel and airport exit signage doesn’t usually draw news media attention, make the front page of reddit, get shared across social media, and be discussed at length on talk-back-radio. But this campaign did. 

RECOGNITION
3 x Cannes Lions shortlists
1 x LIA award
1 x One Show Merit
1 x D&AD Pencil
World OOH Best Classic Campaign
OMA Grand Prix Winners
MADC 2025 Best In Show
2 x Cairns Crocs Awards