Developed with AI artist Prospex Park, the OOH's message changes depending on the viewer's eye health
The Hidden Eye Test
A World-First Campaign Reveals Vision Issues in Real-Time
Client
- 1001 Optometry
Office
- Sydney
With nearly half of Australians affected by eye conditions that are often preventable through early diagnosis, we sought to create a campaign that forces people to reevaluate their eye health. ‘The Hidden Eye Test’ is a wake-up call. This isn’t just a campaign—it’s a movement to improve and protect Australia's eye health for the future. Too many Australians wait until their eyesight has significantly declined before seeking help. We wanted to create something that would make people confront their eye health, take action, and book a test before it’s too late.
Edward Lee
Retail and Optometry Director, 1001 Optometry
With nearly half of Australians expected to face eye health issues, despite 90% being preventable with early diagnosis, 1001 Optometry sought a breakthrough way to raise awareness about eye health. Traditional campaigns weren’t cutting through the noise, and many people put off eye tests until significant vision decline occurs. The goal was to create a campaign that didn’t just tell people to test their eyes but actively showed them why they needed to.
1001 Optometry wanted to make people engage with their own eye health in a direct and personal way. Inspired by the idea of hidden messages, the team worked with VML and AI artist Prospex Park to create an interactive campaign that would make people “see” the need for an eye test—literally. The vision was to deliver a wake-up call in a creative, engaging, and visually striking manner that could also double as a diagnostic tool.
‘The Hidden Eye Test’ campaign was born—a world-first outdoor advertising initiative that uses advanced AI to create messages only visible to those with certain vision issues. By carefully crafting compositions, colours, contrasts, and other design elements, the campaign allowed individuals to detect potential eye health problems based on what they could (or couldn’t) see. If someone spotted phrases like "eye test" or "eyecare," it signaled impaired vision and the need for a professional diagnosis.
The campaign was distributed across billboards, social media, and retail channels, targeting different eye conditions like near-sightedness, far-sightedness, cataracts, and even early warnings for diabetes.
The project involved a year of R&D with Prospex Park, who used a combination of AI tools—ComfyUI, Stable Diffusion, Flux models, and MidJourney—alongside traditional Photoshop techniques to create the striking visual effects. The result was a seamless blend of cutting-edge AI and high-fashion advertising aesthetics.
The campaign was a wake-up call for Australians, driving significant awareness about eye health and early diagnosis. It bridged the gap between people’s daily routines and the often-overlooked importance of regular eye tests. By turning an ordinary commute into an interactive vision assessment, the campaign sparked conversations, encouraged action, and positioned 1001 Optometry as an innovative leader in eye health advocacy. It also showcased the potential of AI in transforming traditional advertising into an immersive, impactful experience.
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Press
1001 Optometry launches “The Hidden Eye Test” campaign to promote eye care awareness via VML
Campaign Brief
1001 Optometry launches 'The Hidden Eye Test' via VMLAdNews
AUNZ Work of the Week: 1001 Optometry and VML AustraliaLittle Black Book
1001 Optometry launches campaign visible only to those with impaired vision via VMLMi-3
VML & 1001 Optometry: The eye test hidden in an advertThe Stable
How AI Optical Illusions Made Secret Eye Tests Out of BillboardsLittle Black Book
1001 Optometry launches The Hidden Eye Test Campaign for eyecare awarenessLSN
1001 Optometry Launches ‘The Hidden Eye Test’ Campaign To Promote Eye Care Awareness Via VMLB&T
Optical Illusions Put Vision to TestMiVision
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