The Opticians Council of Canada (OCC) is readying a new public awareness campaign following a creative account review.
Vancouver agency My Loud Speaker developed the work as a project. OutsideIn Communications was the incumbent.
Tammy Tsang, chief executive officer at My Loud Speaker, said the educational campaign will roll out this summer and consist of online and performance installation advertising.
“Essentially performance advertising is an installation piece in a public space that requires people’s interaction to create the whole experience,” said Tsang.
A recent campaign for Simon Fraser University, for example, had My Loud Speaker create a dorm room in the middle of the busiest part of the campus, with a green masked video game player and a musician. The sign over the display read: “You can’t live here forever.”
The target group for the OCC is 35 to 55 year olds, said Tsang.
The OCC, which is comprised of the Canadian Optician Associations along with regulatory bodies and various educational institutions, is based out of Winnipeg.
