To do this, we focused activity on motorists, travelling on busy routes around Holland’s key cities, believing there to be a natural fit between safe driving and eyesight.

Our approach was to create a series of executions focusing on Truck Advertising and ‘Megaboards’, using typeface which became more and more blurred as the driver got closer, thus genuinely forcing people to consider whether or not they might need an eye test.

59% recognition amongst the core 25-60 driver target group of having seen “advertising on trucks in the last eight weeks” was achieved.