Specsavers appoints AJF and launches new ‘Should’ve’ campaign for multifocals


Specsavers has appointed AJF as its creative services agency in Australia and New Zealand, following a competitive pitch process late last year.


Building on Specsavers’ strong foundation as a well-known and trusted healthcare brand in Australia and New Zealand, the appointment will see AJF supporting Specsavers with creative leadership and brand strategy.

Specsavers established its first store in Australia in 2008 and today is the market leader in both Australia and New Zealand with 402 physical stores spread across the two countries, complemented by an ecommerce offering.

AJF and Specsavers are looking forward to a strong, collaborative relationship with a shared ambition for moving the brand forward over the coming years.

Says Jane Hoban, director of marketing, Specsavers: “We were very impressed with AJF’s strong creative ideation, focus on delivering results and understanding of our brand.

“They have a proven track record of helping their clients grow through strategic brand planning and creative development. We believe they are the right agency to support us in delivering our brand ambitions over the coming years.”

Says Joshua Stephens, executive creative director, AJF: “We’re delighted to be partnering with the team at Specsavers and bringing fresh thinking to such a well-known and trusted healthcare brand in Australia.

“We’re looking forward to building on the brand’s existing strong foundation, leveraging the outcomes Specsavers delivers every day through their highly-skilled people and the genuine passion they feel for their customers, partnerships and communities.”

AJF’s first major campaign for Specsavers delivers a brand new Should’ve Gone to Specsavers, “The Duel”, which highlights the sheer ridiculousness of dealing with multiple pairs of glasses in a fun and memorable way while featuring a strong offer on Specsavers’ full range of multifocal lenses.

Says Stephens: “We’ve taken the much loved Should’ve Gone to Specsavers construct and evolved it to highlight a particular problem that glasses wearers often experience. While it still has the witty humour that Should’ve is known for, we’ve tried to raise the bar and make it a little more insightful.

“Whether you keep your second pair of specs on a string, on your head or in your pocket, people with multiple prescriptions aren’t strangers to inconvenience.

“We want multifocal wearers, who would otherwise need to make annoying spec changes, to feel reassured that Specsavers’ multifocal lenses will allow them to see near and far with just one pair.”

The new campaign launched in New Zealand on 22 April and launches in Australia today. It will run on TV, radio, outdoor, digital display, social, press, in-store and in shopping centres until 26 May.

Specsavers Optical Group Ltd is a multinational optical retail chain that operates in the UK, Ireland, Australasia and the Nordic countries. It offers both optical and audiology services, and sells glasses, sunglasses, contact lenses and hearing aids.

Client: Specsavers
Director of Marketing and Contact Lenses ANZ: Jane Hoban
Head of Brand Creative ANZ: Carly Wickenton
Head of Marketing Planning ANZ: Shaun Briggs
Senior Marketing Manager Brand Creative ANZ: Joanne Dixon
Marketing Executive Brand Creative ANZ: Sarah Bragg
Merchandising Manager – Product ANZ: Margarita Dimaria
Studio Manager ANZ: Yvonne Manchee
Lead Designer ANZ: David Cross

Agency: AJF
Executive Creative Director: Joshua Stephens
Creative Director: George Freckleton
Senior Art Director: Ed Carveth
Senior Copywriter: Brent Liebenberg
Senior Producer: Liesel Haug
Senior Photographic Producer: Ilona Phyland
Strategy Director: Jill Cummins
Strategy Planner: Andrea Nelson
Client Partner: Susan Bird
Senior Account Director: Sarah Dalli
Senior Account Manager: Emma Keesing

Production: AIRBAG
Director: Christopher Hill
Producers: Megan Ayers & Sophie Woods
Music Composition: Otis Studios
Sound Production: Final Sound