An innovative Australian eye health campaign has claimed global recognition at the prestigious Cannes Lions International Festival of Creativity 2025, taking home a Gold Lion award for its groundbreaking approach to public health communication.
The Hidden Eye Test, developed by VML in partnership with 1001 Optometry and AI artist Prospex Park, represents a world-first outdoor advertising initiative that uses artificial intelligence (AI) visuals to help Australians detect potential vision issues in real-time.
Could we create something visually arresting that also acted as a reminder to get an eye test? Turns out, we could
The campaign addresses Australia’s growing eye health crisis, where 26% of adults haven’t had an eye test in over two years, and 13% have never seen an optometrist. The recognition positions Australian optometry at the forefront of innovative public health communication.
Tackling Australia’s Vision Care Gap
The campaign emerged from concerning national eye health statistics that reveal many Australians delay vision care until symptoms become serious. Edward Lee, Director at 1001 Optometry, explained the challenge: “There’s a widespread ‘she’ll be right’ attitude towards vision. We wanted to challenge that by making the issue impossible to ignore – literally.”
Rather than traditional clinic-based eye testing, The Hidden Eye Test deployed public installations that embedded hidden messages in visually stunning creative work. These messages could only be detected by viewers with certain vision impairments, including blurred vision, reduced contrast sensitivity, and early signs of diabetic eye disease.
The approach prompted thousands of Australians to question their eyesight and seek professional eye care.
Innovation Through Technology and Art
The campaign’s technical development involved collaboration with a Los Angeles-based digital artist, combining AI-generated visuals with traditional design tools to simulate various visual impairments. The creative team meticulously calibrated colours, contrasts, and typography to replicate the subtle visual challenges experienced by individuals with conditions including myopia, hyperopia, and cataracts.
“It was both a design challenge and a diagnostic one,” said the VML creative team. “Could we create something visually arresting that also acted as a reminder to get an eye test? Turns out, we could.”
The campaign was deployed across multiple platforms including billboards, social media, digital platforms, and retail spaces, creating a comprehensive awareness initiative that blended accessibility with clinical relevance.
Opportunities to Drive Change
The Gold Lion recognition extends beyond a single practice or agency, representing validation of innovative approaches to patient engagement within the optometry profession. The award highlights how creative thinking can drive early detection, improve consumer engagement, and deliver measurable health outcomes.
The campaign’s success comes at a time when cost-of-living pressures and digital distractions are affecting routine eye care attendance across Australia. Mr Lee noted the broader implications: “We hope this inspires more professionals and partners across our field to embrace new methods of communication. Because when people can literally see the need to act – that’s when change really begins.”
The initiative also demonstrates the effectiveness of targeted, data-informed outreach strategies over traditional broad-spectrum marketing approaches – a concept the team refers to as “Optichannel marketing.”
The campaign is now being studied globally as a benchmark for patient-centred health communications, with international health organisations examining its model for potential adaptation in other markets.
