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1001 Optometry launches The Hidden Eye Test Campaign for eyecare awareness

The Hidden Eye Test campaign by 1001 Optometry and AI artist Prospex Park, Australia

Australia - 1001 Optometry, an Australian eyewear company, has unveiled a thought-provoking campaign, The Hidden Eye Test, developed in collaboration with VML and AI artist Prospex Park.

With increasing rates of preventable eye decline in Australia, 1001 Optometry aims to encourage people to get their eyes tested without directly telling them. The campaign features outdoor ads with text visible only to those with impaired vision, using advanced AI to create a unique, interactive experience. If viewers see terms such as ‘eye test’ or ‘eyecare’, it signals the need for an eye examination.

Edward Lee, retail and optometry director at 1001 Optometry, said: ‘This campaign is a wake-up call. It forces people to confront their eye health and take action before it’s too late.’

The campaign targets various vision conditions and is also running on social media and retail channels. Jack Delmonte, creative director at VML, added: ‘It’s an interactive experience that encourages people to recognise potential vision issues on their daily commutes.’

Explore LS:N Global’s The Synthocene Era: Trend Tracker report to understand the trajectory and near-term implications of AI’s impact on design and advertising.

Strategic opportunity

Consider how to reframe AI as a tool for empathy, accessibility, and social impact – not just efficiency

Coach Play rethinks retail to capture Gen Z shoppers

Global – Coach’s experimentation with its immersive Coach Play stores is paying off. Compared to traditional Coach stores, these concept locations see four to eight times longer visits – rising even higher in Asia (source: Glossy).

With 12 locations worldwide, Coach Play stores integrate experience-led retail, dedicating up to 50% of space to customisation stations, cafés and interactive workshops.

At Coach Play APW, which opened in Kuala Lumpa in October, half of the store is experience-focused. Shoppers spend eight times more time there than in other stores in Malaysia.

A pop-up on a US college campus, featuring an ice-cream shop and Tabby bag customisation, drove 12 times the dwell time of standard stores. Regular events, local curation and sustainability-focused storefronts have further cemented the format’s appeal.

By prioritising experiential retail, Coach is turning Gen Z’s in-store time into long-term brand loyalty. Our NRF 2025: Escapism Retail report spotlights five brands similarly using their retail space for immersive experiences that provide a welcome escape from everyday life.

Find Your Courage by Coach, US

Strategic opportunity

Reimagine retail as a space for escapism, community and culture. Consider hosting events and providing customisation services and immersive experiences to attract customers into stores and establish deeper brand engagement

Stat: Consumers reject corporate storytelling as scepticism and fatigue mount

ThredUp, US

Global – Consumers are growing increasingly sceptical of corporate storytelling, with 56% believing brands spend too much time talking about their values – up from 47% in 2024 – and 68% doubting the truth behind those claims, according to the Citizen Brands 2025 study by Conran Design Group.

The report identifies a widening ‘connection deficit’ between consumers and brands, driven by three factors: conflicting priorities, lack of real-world impact and a belief gap. While 69% of people say they are more likely to buy from brands that promote social and environmental good, they are increasingly sceptical and fatigued by corporate storytelling.

‘In an era of inflation, climate change and political division, consumers increasingly seek brands that align with their personal needs and values,’ said Tim Parker, brand strategy director at Conran Design Group. ‘However, a ‘connection deficit’ – the gap between what brands promise and what they deliver – is fuelling fatigue and disillusionment, especially as some companies scale back sustainability and DE&I.’

Citizen brands – those that succeed in aligning profit with purpose – saw 37% higher revenue growth and a 93% rise in equity price compared to peers, showing that ‘connection is the new currency for growth in uncertain times’.

Find more insights on consumer behaviour amid rising inflation in our New Codes of Value macrotrend report.

Strategic opportunity

Consider reassessing all communications to reduce empty rhetoric and increase specificity. For instance, can you replace vague claims with clear proof points, data or impact stories?