Venomous snake? Or garden hose? Red Urban Canada’s comedic and slightly dark campaign for Richmond Optometry suggest that it’s hard to tell when you don’t have perfect vision; the series (shown: “Buck”) emphasizes the dangers of walking around without perfect vision. The team came up with the idea while talking about the experience of one of Red Urban’s writers who neglected to get his eyes checked for a number of years and would often wave at strangers across the street, and unknowingly walk past friends without acknowledging them. Fortunately, he eventually went to Richmond Optometry and got contacts—thus eliminating the chances of any potentially deadly hunting incidents.
Cue Inc.’s new identity and packaging retains the brand’s Italian heritage and modern personality.