Specsavers has launched a new Out-of-Home (OOH) campaign on the largest billboard in the Southern Hemisphere, located at Sydney’s Glebe Island Silos. The billboard, which spans over 1,000 square metres, is positioned atop 15 heritage-listed silos. This campaign is designed to capture attention through a deliberate ‘mistake’ in its creative execution.

The campaign features only a fraction of the well-known ‘Should’ve gone to Specsavers’ tagline, alongside half of the brand’s distinctive green and white ellipse logo. This approach aligns with previous successful OOH campaigns by Specsavers, which have included intentional errors such as upside-down advertisements and incorrect destination creatives.

The creative concept for the campaign was developed by Specsavers Creative, with media agency EssenceMediacom, a WPP agency, handling the media placement. The billboard will remain on display until 23 October 2025.

Anri McHugh, Head of Awareness and Consideration at Specsavers, commented on the campaign’s strategy: “We know that attention is the new currency, and nothing cuts through like a well-timed mistake — especially when it’s on a scale this big. By owning our mistakes in our unique tone of voice, we’re not just driving brand fame, we’re reminding Australians that mistakes are easily made if your eyesight is failing, which is a good reminder to Australians of all ages to look after their eye health.”

Josh Gurgiel, Head of POLY, oOh!’s creative and innovation hub, expressed enthusiasm for the campaign’s creative approach: “We love when brands embrace a bit of cheeky creativity, and Specsavers have done just that. Turning a ‘mistake’ into a giant punchline on the biggest canvas in the Southern Hemisphere is both bold and brilliantly on-brand. This campaign is a perfect reminder that Out of Home is at its best when it captures attention and sparks conversation.”

Remona Salem, Group Director at EssenceMediacom, praised the campaign’s execution and impact: “Specsavers is defining and elevating the gold standard for Out-of-Home executions across the industry. I love executing campaigns of this calibre, especially with a visionary brand that demonstrates such a courageous willingness to innovate and strategically leverage Australia’s most iconic platform. This bold approach not only captures widespread attention but also sets a new benchmark for impactful brand engagement.”