A homegrown eye health campaign involving 1001 Optometry has earned global acclaim, taking home a Gold Lion at the Cannes Lions International Festival of Creativity 2025.
Titled ‘The Hidden Eye Test’, the campaign was led by marketing and communications agency VML in partnership with 1001 Optometry and AI artist Prospex Park. It was considered a world-first outdoor advertising initiative that uses advanced AI visuals to help Australians detect potential vision issues in real time.
“The win is more than an accolade for one brand; it’s a moment that signals the power of creativity and innovation in advancing public health – and positions Australian optometry at the forefront of that movement,” a statement announcing the award said.
Despite advances in treatment and accessibility, 26% of Australian adults are reported to have not had an eye test in more than two years, and 13% have never seen an optometrist.
“There’s a widespread ‘she’ll be right’ attitude toward vision,” said Mr Edward Lee, director at 1001 Optometry that has 15 practices across New South Wales and Victoria. “We wanted to challenge that by making the issue impossible to ignore – literally.”
According to those behind the campaign, the Hidden Eye Test “flips the typical eye exam on its head”. Instead of asking patients to read what they can’t see in a clinic, the campaign took to public spaces, embedding hidden messages in creative work that only those with certain vision impairments could detect.
By highlighting symptoms like blurred vision, reduced contrast sensitivity, and early diabetic eye signs, the campaign made viewers question their own eyesight – and “prompted thousands to take action”.
Developed in collaboration with an LA-based digital artist, the campaign used AI-generated visuals alongside traditional design tools to simulate visual impairments. The team calibrated colours, contrasts, and typography to mimic the subtle challenges faced by individuals with conditions like myopia, hyperopia, cataracts, and more.
“It was both a design challenge and a diagnostic one,” said the creative team at VML. “Could we create something visually arresting that also acted as a reminder to get an eye test? out – we could.”
Deployed across billboards, social media, digital platforms, and retail spaces, a statement said the campaign blended awareness, accessibility, and clinical relevance. It’s a model now being studied globally as a benchmark for patient-centred communications.
A win for Australian optometry
1001 Optometry said the Gold Lion award wasn’t only a win for one practice or agency, but “a recognition of what’s possible when optometry steps outside the consulting room and speaks directly to the public”.
“It underscores how bold creative thinking can drive early detection, consumer engagement, and real health outcomes,” the company said.
“At a time when cost-of-living pressures and digital distractions are pulling Australians away from routine care, The Hidden Eye Test reminds us that eye health is too important to be backgrounded.
“It also demonstrates how emerging strategies – like optichannel marketing, which prioritises targeted, data-informed outreach over broad omnichannel exposure – can be more effective for healthcare communication.”
Lee hoped the campaign would inspire more professionals and partners across the field to embrace new methods of communication.
“Because when people can literally see the need to act – that’s when change really begins,” he said.
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