The Drum Awards for Marketing - Extended Entry Deadline

-d -h -min -sec

Creativity Creative Works Out Of Home

Askew billboards reinforce ‘should’ve gone to Specsavers’ mantra


By John Glenday | Reporter

March 8, 2022 | 3 min read

Specsavers has hit the streets with a striking billboard campaign to highlight the dangers of undertaking outdoor advertising installations without your glasses on.


The billboards present a humorous take on the Specsavers line

Building on the brand‘s ‘Should‘ve 2.0‘ campaign, the slipshod posters have been commanding the attention of passersby in Leeds and London, with social media users warming to the cheeky displays.


Taking its theme to new extremes, the cowboy installations illustrate what happens when orientation goes awry with ‘Billboard Blunder’ and ‘Dodgy Install.’

A third poster, ‘Lost Ladder,’ goes one step further with a ladder, brush and paste bucket embedded within the billboard for a piece that transcends mere advertising and encroaches on modern art.

Dodgy Install, Islington

Developed by Specsavers’ in-house creatives The Agency, the work brings Specsavers back into the public consciousness with a £4m advertising campaign after falling out of sight since September 2020 for the Covid-19 lockdown.

Dodgy Install, Islington

Specsavers: Should‘ve 2.0 by The Agency

By Specsavers

Overall Rating 4/5

Vote now
Creativity Creative Works Out Of Home

Content created with:


Find out more

More from Creativity

View all


Industry insights

View all
Add your own content +