20 20 Opticians are part of the Duncan & Todd Group, one of the UK’s largest optical retailers. They have seven locations throughout Scotland, offering high-quality eye care, as well as award-winning lenses and frames.

The client was looking for a summer campaign that would promote their own-brand frames.

Maguires proposed a style of photography which would contrast the more lifestyle-based model campaigns often associated with high street opticians.

We also wanted the photography style to stand out as being from the 20 20 brand, as it was likely to be seen alongside promotional posters for various designer brands also available in store.

By using 20 20’s distinctive red and green colour palette across all of the posters, we created a striking series of hero posters.

To ensure a more authentic look, we didn’t use model agencies – instead sourcing models from the streets of Glasgow to complete six ‘hero’ posters.

The campaign was deployed throughout all seven stores nationwide, as well as online, in press and as a series of animated 6 sheets.

20 20 Opticians – part of the Duncan & Todd Group, one of the UK’s largest optical retailers – appointed Maguires to create an engaging in-store campaign to promote the sale of their digital lenses, across all six of their practices.

The objective of the campaign was to highlight the specific benefits of each lens; from lenses that provide relief for visual fatigue, to lenses that allow your eyes to better adapt to computer and device screens.

As the campaign was to run in-store and on social channels, the creative had to grab the attention of passersby and online users, clearly communicating a range of advanced products to a younger, tech-savvy audience.

Our clean and quirky approach to communicating the complex benefits of the four lenses was backed up by the design and build of a bespoke microsite for the campaign.

The microsite provides a dedicated portal for traffic arriving from social and digital channels, where users can find out more specific information about the lenses, while allowing our POS campaign to remain clean and direct.

By creating a series of isolated ‘hero’ images for each lens (instead of using model-based lifestyle imagery more commonly associated with Opticians) the campaign could be easily adapted to various POS and digital formats, without losing any of its impact.