Specsavers celebrates a decade of collaboration with designer Alex Perry in new campaign via AJF

To celebrate 10 years of working together, Specsavers and Alex Perry have collaborated on more than just a new collection of frames. The 10-year anniversary campaign features three limited edition frames, a new ‘Should’ve’ starring the fashion designer as well as a large format OOH and digital media campaign featuring iconic Alex Perry imagery.

 

This is the first ‘Should’ve’ that Perry has appeared in, but it is something he’s wanted to do for a long time.

Says Jane Hoban, director of marketing and contact lenses, Specsavers: “Alex has always wanted to do a ‘Should’ve’ that had a real style focus and our 10-year anniversary seemed like the perfect time to bring his idea to life. We wanted to develop a playful and relatable execution that seamlessly brought our two brands together and celebrated our exclusive collaboration at the same time.

“Working alongside one of Australia’s most iconic fashion designers on this was an exciting challenge for the team. Together with Alex and AJF we came up with an idea that was inspired by Alex and dramatises his own vision shortcomings, which enabled us to execute our famous Should’ve creative in a fresh new way. And, to have Alex not only feature in it but be the target of the gag gives it real cut through.”

The playful sight gag is set behind the scenes at a fashion show and demonstrates why you ‘Should’ve gone to Specsavers’ when Perry, flanked by two models, confidently strides towards the stage but inadvertently misreads the signs and the trio find themselves confronted by the street instead of the runway as they burst through the door.

Says Jeremy Goodall, director, Nine Powered Studios: “Working with Alex Perry on this Should’ve celebration piece was a true collaboration from start to finish. We wanted to capture his essence as a designer and portray some of the glamour of the fashion world while at the same time making sure his energy came through. The perfect place for that to shine was in the crescendo moment of fun where the lighter side of Alex’s personality steals the show.”

The corresponding out of home and digital execution, developed by AJF, displays Perry’s trademark look of wearing his glasses on top of his head with the tag line, ‘Designed by Alex not designed to be worn like Alex’. This use of Specsavers’ famous warm and witty tone alongside Perry’s signature look further highlights the true collaborative nature of the partnership.

The limited-edition glasses range features two optical and one sunglass style that draw on the DNA of previous Alex Perry glasses ranges and include timeless shapes of soft champagne acetates and striking leopard print details.

The Specsavers and Alex Perry partnership is an example of a highly successful and meaningful collaboration that has been built on a foundation of mutual respect and understanding. It has brought something special and exciting to Specsavers’ customers over the years and each collection has allowed Perry to transform his creative ideas and vision into high quality, stylish glasses that look and feel expensive but are affordable and accessible to everyone.

At a special 10-year anniversary dinner in Sydney, Perry commented on the past decade of collaborating with Specsavers: “10 years ago, I chose to work with Specsavers because I loved the fact that they were a family run business with a vision to create amazing eyewear that was affordable and beautiful.

“I love the company values, the commitment to great design and flawless quality and the people I get to work with. A decade on, I feel like we have only just begun. The possibilities are endless when you want to make people look beautiful and feel fashionable.”

What started with Perry has continued to differentiate Specsavers as the purveyor of stylish, affordable Australian designer prescription glasses. Over the past decade, Specsavers has collaborated with a number of Australian designers and brands including Collette Dinnigan, Country Road, Ellery, Carla Zampatti, and several Indigenous artists in partnership with The Fred Hollows Foundation.

The Alex Perry Limited Edition collection launched in Specsavers stores in Australia and New Zealand on 17 March. The campaign is running in Australia with online video, social, large format OOH, bus backs, digital media and in-store POS and will run until May 29.

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
Senior Marketing Manager Brand Planning ANZ: Anri McHugh
Marketing Manager Brand Creative: Elizabeth Hoffman
Merchandising Manager – Product ANZ: Margarita Dimaria

Agency: AJF
Chief Creative Officer: Joshua Stephens
Creative Director: George Freckleton
Senior Art Director: Sang-Wun Kim
Senior Copywriter: Gareth Sweet
Photographic Producer: Ilona Phyland
Strategy Director: Jill Cummins
Strategy Planner: Andrea Nelson
Head of Account Management: Susan Bird
Senior Account Director: Sarah Dalli
Senior Account Manager: Kailah Symons

Production: Powered Studios
Director: Jeremy Goodall
Producer: Kim Chapman
Cinematographer: Emilio Abbonizio
Post Production: Tim Margetts (Editor) & Vandal (Grade)
Sound Production: Squeak E Clean
Media: Initiative

Partnerships Executive: Vanessa Metelovski
Partnerships Associate: Laura Pozzobon
Client Director: Ronit Roy
General Manager – Specsavers: Heath Wooster