AUNZ Work of the Week: 1001 Optometry and VML Australia

In a groundbreaking move for preventive healthcare, 1001 Optometry has launched ‘The Hidden Eye Test’ -- an outdoor campaign that changes its message based on viewers’ eye health.

Developed with VML and AI artist Prospex Park, the campaign uses strategically blurred text that only appears clearly to those with vision impairment. If you see words like “eye test” or “eye scan”, it’s time to book an appointment. If not, the sleek frames might still tempt you in-store.

The ads, placed on billboards and social media, detect issues like near-sightedness, glaucoma, or even diabetes-linked vision changes based on viewing distance.

As VML CD Jack Delmonte said, “This campaign is the first eye test where if you pass, you fail.”

‘The Hidden Eye Test’ is conceptually brilliant, and elegantly executed, pushing OOH advertising into new territory.

Artist Prospex Park spent a year refining the AI illusion, blending Stable Diffusion, MidJourney, and manual Photoshop work. The result? A health check disguised as high-fashion advertising.

What could be misconstrued as an aesthetic choice is actually a remarkably clever health intervention in advertising form. The fusion of medical utility and high-fashion visuals creates an unusually purposeful piece of brand communication that elevates the category.

With 50% of Australians facing preventable eye decline, this campaign doesn’t just tell you to get tested -- it shows you why. And in the process, it sets a benchmark for meaningful, tech -- driven creativity.