Concept, script & copy

The thing with eyes is that you don’t always realize when they’re becoming blurry. It often takes a test to make you aware. That’s why Dutch optician Pearle wanted to invite all eyes in the Netherlands for a free test.

But how do you get people who don’t think they need a test to take one? By turning Pearle's ads into playful mini-eye tests—with the big question: Do you see what’s happening? If not, it might be time to bring your eyes in for a free test.