Australians are familiar with the global ‘Should’ve Gone to Specsavers’ platform as a popular colloquialism for when someone makes a sight-related mistake.

The challenge is keeping it fresh after 23 years.

Digging deeper, we found that Aussies were travelling in record numbers, but visits to the optometrist were becoming more infrequent – only a third of Aussies going every year as recommended.

Instead of rolling out a global AV campaign, we wanted to give airport travellers a ‘Should’ve Gone to Specsavers’ moment of their own.

Landing at any travel destination, you’ll often be welcomed to the city by large signage. So we did that too – with the wrong destination. 

Rooted in the idea of amusing airport blunders triggered by poor eyesight, we swapped the welcome signs of all Aussie major airports causing a stir amongst travellers, giving millions a scare on their journey, and gaining massive buzz on social media.