Specsavers Campaign wins at the World Out of Home Congress in Mexico

At WOOH’s Annual Congress in Mexico City, Specsavers “Welcome to Melbourne” campaign won the Creatives Award: Classic. This award recognises an OOH creative execution that demonstrates a brilliant 
use of medium and is considered a memorable and effective piece of work.

Specsavers have taken home this award previously, winning in 2022 with their iconic slogan, Should’ve gone to Specsavers’ . 

The Welcome to Melbourne campaign also won the 2024 Grand Prix at the Inaugural Australian Outdoor Media Association Creative Awards in April. 

Lead creatives Tom Badge and Alana Wood from TBWA\Melbourne won a trip to the Cannes Lions International Festival of Creativity 2025 in June, including return airfares, accommodation in central Cannes and full festival passes.

Elizabeth McIntyre, CEO of the Outdoor Media Association (OMA) accepted the award for Specsavers in Mexico, saying “Australia leads the world in OOH audience measurement & we are just as passionate about creativity and concept. We are proud that an Australian campaign has been recognised on a global stage. Specsavers dominate OOH with their creative and innovative takes on utilising both classic and digital billboards in unusual and site-specific ways.”

Dino Burbidge, Jury Chair for the WOO Awards and Founder of Dinova adds, “Just when you think they’ve peaked, Specsavers reminds you that the ‘Should’ve gone to Specsavers’ strategy isn’t like the others. The latest Welcome to Melbourne campaign is a behavioural science masterpiece, leaving the audience in confused limbo for a few seconds (with maybe a hint of panic) before the aha! penny drops. It’s a brilliant example of how OOH can blend simplicity, creativity and location to create 
something that’s greater than the sum of its parts.”