OPSM installation hits the mark in AFL Grand Final celebrations via Yippee Ki Yay

OPSM, Australia’s leading eye care and eyewear provider, last week launched a spectacular installation in Federation Square in Melbourne.

The OPSM Giant Mark, installation celebrated the beginning of the 2013 Toyota AFL Grand Final period and promoted OPSM’s long-standing partnership as the official eye care and eyewear partner of the AFL.

Created in conjunction with production company Yippee Ki Yay, The OPSM Giant Mark stood 10-metres high and was constructed from 2,984 mini AFL prize footballs, each featuring a unique prize barcode.

Melbournites were invited to view and interact with the impressive installation for one week leading up to the Grand Final game. The activation culminated on Friday, 27th September, when the installation transformed, with all the balls collapsing to form a huge pit of prizes for football fans. Prizes included five double passes to the 2013 Toyota AFL Grand Final; money-can’t-buy match day behind the scenes tours of Etihad Stadium; “This is Greatness” memorabilia items; AFL Club memberships; limited edition OPSM Sherrin footballs; and $50 OPSM vouchers.

OPSM created a dedicated hashtag – #OPSMGiantMark – to support the campaign, which enabled footy fans around the country to follow and participate in a competition with twenty prizes up for grabs.

Says Gillian Harris, OPSM sponsorship manager: “With Melbourne revelling in Grand Final fever, we wanted to create something that would capture their attention both in the offline and online world. Having a giant football player created by mini footballs is certainly unique! Not only do we love to take care of eyes at OPSM, we want our customers to see what they love so we give away all our corporate AFL tickets to fans.

Says Damon Stapleton, executive creative director Saatchi & Saatchi: “This year we wanted to take our activation to the next level by creating a ground breaking installation that was both visually captivating and provided AFL fans with a tangible prize. The ambition to create a collapsing sculpture made up of nearly 3000 balls, each carrying a separate barcode, was a monumental task. It took careful planning and the result is a credit to all partners that were involved.”

ECD: Damon Stapleton

Model and Sculpting: Yippee Ki Yay