An announcement that changes depending on the health status of the eyes that look at it. That is the interesting advertising campaign that the Australian optima 1001 Optometry He has developed over the last weeks. It is an innovative application of the Artificial Intelligence to advertising creativity with awareness objectives on the review and early detection of diseases.

The initiative, called “The Hidden Eye Test” (The hidden ocular test), has been devised by the agency VML Australia, and has encouraged citizens to carry out exams of the state of their sight. He has done it actively demonstrating why the usual check -up is necessary, and in a way that has required the participation of consumers directly and personally.

The result is a campaign that has not only promoted brand services, but its ads have exercised as a Diagnostic tool In themselves. For this, he has had the artificial intelligence artist Prospex Park, who has generated optical illusions with visible messages only for those people with certain vision problems.

Based on factors such as visualization distance, the hidden text may indicate Vision problems as myopia, farsightedness and even reveal the first signs of conditions such as cataracts or glaucoma. In addition, they aware of more serious health problems, such as diabetes, where deteriorated vision can often be a signal.

The graphs have been developed according to compositions, colors, contrasts and other elements De Designin such a way that depending on what each individual saw, possible deficiencies could be inferred and, therefore, the need for a professional diagnosis. “Eye Scan” (eye check) or “Eye Care” (eye care “are some of the messages that have shown the pieces.

“With almost half of the Australians affected by eye conditions that can often be prevented by an early diagnosis, we seek to create a campaign that will promote people to reassess their ocular health”; Said Edward Lee, sales director and optometry of 1001 Optometry, according to VML on its website.”‘The hidden ocular test’ is a attention call. It is a movement to improve and protect the ocular health of Australia for the future”

Ta and as explained, the brand considers that many Australians wait until their view deteriorates significantly before seeking professional help. The objective of the campaign has been to confront people with reality their ocular health, and encourage them to act and reserve a test before it is too late.

“Beyond simply asking people to reserve a view of the view, we create an interactive experience that allows people to recognize possible vision problems in their daily displacements”; Jack Delmonte, Creative Director of VML.It is an effective way to boost action and look much more attractive than a standard optometric table”

The project, according to the agency, implied a year of research and development together with the artist Prospex Park. A combination of AI tools (Comfyui, Stable Diffusion, or Midjourney) along with traditional photoshop techniques to create the shocking visual effects.

The campaign, which was activated at the end of March, has been executed in advertising fences, advertising supports in shopping centers, social networks and retail channels.