DISCLAIMER: Artwork is optimised for large format billboards. For the closest viewing experience, please view full screen on a laptop or larger. One in five Australians are living with an undiagnosed eye condition. 1001 Optometry needed a way to speak directly to those who didn’t know they were struggling, while still encouraging everyone else to keep their eyes healthy. A single-minded message, designed for two entirely different audiences. Instead of broadcasting a generic eye-care message, 1001 Optometry transformed static billboards into interactive diagnostic experiences. Each execution responded differently depending on the viewer’s eyesight. Those with healthy vision saw the fashionable eyewear they needed to maintain their eye health, while those with impaired vision saw what they needed more urgently: an eye test, eye scan, or eyecare. In doing so, Out of Home shifted from brand messaging to self-discovery. Advertising didn’t claim there was a problem... it let people see it for themselves. Placed near 1001 Optometry stores, the work drove immediate behaviour change, earning $22M in media value from a $30K spend. Bookings increased 1,398%, eye tests rose 126%, and sales grew 134%, redefining what Australians expect from an eye-care brand.