AUCKLAND, Today: Specsavers is making eye tests less scary for kids with the launch of the Optomonsters, a fun, colourful crew of friendly monsters designed to make eye checks a whole lot more enjoyable.
Created alongside children’s illustrator Melanie Williamson and a group of young advisors and influencers, the Optomonsters have just landed in Specsavers stores across Australia and New Zealand.
The idea came from research into kids’ fears about eye tests. The Optomonsters tackle these worries through creativity, empathy, and a child-first approach that helps remove the fear factor.
With one in five kids in ANZ living with undetected vision problems that affect learning and daily life, Specsavers is on a mission to make quality eye care easy, affordable, and fun for everyone.
Brought to life by TBWA Melbourne, the campaign runs year-round with bursts during school holidays. Creative executions lean into each monster’s quirky personality, brought to life in animated OOH and playful social content.
“Parents have a lot on their plates, and eye health can easily slip under the radar. That’s why we’re making it easier – and more fun – for families to engage with this important eye health check.” – Anri McHugh, Head of Awareness and Consideration at Specsavers
Think Optomonsters posing for school photos or trying on shoes near kids’ shopping zones – designed to catch attention and get families talking about eye health.
In store, children get activity booklets and stickers to make their visit feel safe and exciting – turning an intimidating test into a fun adventure.
“Parents have a lot on their plates, and eye health can easily slip under the radar. That’s why we’re making it easier – and more fun – for families to engage with this important eye health check. It’s not just about being informative; it’s about being supportive,” said Anri McHugh, Head of Awareness and Consideration at Specsavers.
The Optomonsters are live across OOH and social now, with cinema and influencer partnerships rolling out in 2026.
- Australia: specsavers.com.au/kids-eyecare
- New Zealand: specsavers.co.nz/kids-eyecare
CREDITS
Creative: Specsavers Creative
Creative: TBWA\ Melbourne
Media Agency: EssenceMediacom a WPP agency
Specsavers
- Jane Hoban, Trading Director ANZ
- Shaun Briggs, Director of Marketing Customer Attraction ANZ
- Anri McHugh, Head of Marketing – Awareness and Consideration ANZ
- Emma Kershaw, Senior Marketing Manager – Awareness and Consideration ANZ
- Joanne Dixon, Head of Creative Hub and Marketing Operations ANZ
- David Cross, Lead Designer, Creative Hub ANZ
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