OPSM has unveiled its 2024 ‘Everyday Excellence’ communications campaign, which spotlights four professionals from various industries who bring the “extraordinary to life”.
In a statement, EssilorLuxottica said everyday Australians and New Zealanders – including a chef, winemaker, skateboard and streetwear brand owner and beekeeper – were selected for the campaign as they “commit to excellence in what they do each and everyday”.
Along with a new television spot, the 360-degree omnichannel campaign will be showcased through touch points within OPSM stores, on OPSM.com.au, and across the company’s marketing channels from 17 June.
“Since 1932, OPSM has stood for excellence, offering the best solutions for eyecare and style, and helping millions of Australian and New Zealanders customers find their tailored vision solution,” EssilorLuxottica said in a statement.
According to the company, the new campaign will underscore its brand value proposition of “everyday excellence” and being the “trusted optical retailer for customers and patients that are committed to their passions and give their everything on anything they do”.
“Excellence is never a single act, but the result of a series of individual moments. Choosing to always commit to the best option, choosing to invest time and effort to master every detail, is the true secret behind greatness,” EssilorLuxottica said.
Ms Kate Boulos, vice president of marketing at EssilorLuxottica ANZ said: “Eye health is an essential part of everyday life and eyecare plays a leading role allowing people to see life to the fullest, follow their passion and look for what excellence means to them.”
She added that since opening its first store in Sydney in 1932, OPSM has been dedicated to bringing Australians and New Zealanders the best in optical care and is committed to excellence in every step of a patient’s journey.
“Today, we are excited to communicate our efforts together with others that stands for excellence as we do,” Boulos said.
Among the professionals selected for the campaign is Ms Nornie Bero, a Torres Strait Islander and chef from Australia. Bero is the founder and CEO of Mabu Mabu, a Melbourne-based restaurant that “puts Indigenous ingredients at the heart of the kitchen and offers food that paints a picture of the islands she comes from”.
“A professional chef for over 20 years, Nornie’s growth has been fuelled by curiosity, whether in the kitchen, running workshops or publishing books, successfully telling a heartwarming tale of creativity, identity, and passion with an unwavering connection to her roots,” EssilorLuxottica said.
Mr Angus Vinden is the owner and winemaker of Vinden Wines in the Hunter Valley. He took the reins from his father who founded the winery in the 1990s.
“Over the years, Angus continued to embrace challenges as opportunities to evolve, as he continued to reimagine his family’s wine label with a string of exciting, modern wines coming out of his cellar. Dedicating every day to excellence, Angus has invested in a considered approach to create wines that go beyond the styles commonly associated with the Hunter Valley today,” the company said.
Mr Chey Ataria, a designer from New Zealand, is the founder of Def Skateboards. The New Zealand-based skate and streetwear label was founded by Ataria in 2012 and is said to be known for its high-quality skateboards.
“Thanks to Chey’s leadership and endless curiosity, it has become a highly successful and respected brand in the skateboarding industry,” EssilorLuxottica said.
“Passionate about skateboarding since an early age, Chey successfully turned his passion into a career of excellence, committing to his passion full time and showcasing to the world the talents of NZ through skateboarding, design, music and art.”
Finally, beekeeper Ms Jess Curtis who spent much of her childhood on her family farm, surrounded by beekeeping through the hives started by her grandfather in 1998. After leaving school and with a lingering interest in beekeeping, Curtis returned her to roots.
“Day after day, she continues to chase beauty in the small things while remaining focused on excellence, that lead to her success in the Outstanding New Zealand Food Producer Awards,” the company said.
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