Penny the Pirate encourages parents to get a better understanding of their children’s eye health.
Penny the Pirate, developed by Saatchi & Saatchi and OMD, was highly judged for its combined use of traditional and digital media.
The campaign featured a printed book and app, which highlights vision problems in children, in a unique and engaging way. The success of the campaign was easily seen in the results produced. More than 126,000 parents bought the book, the number of eye tests conducted by OPSM significantly increased by 22.6% year-on-year and its sales grew by 22.4%
Penny The Pirate Overview | children’s eye screening book
Penny The Pirate Eye Test
One in six Australian children have a vision problem, so OPSM created Penny the Pirate – A free storybook to help you screen your child’s vision. Get one now!
Executive Creative Director: Damon Stapleton
Creative Director: Matt Gilmour, Jon Burden
Integrated Executive Producer: Anna Warren
Senior Digital Designer: Jake Bruce
Group Business Director: Catherine Harris
Senior Account Director: Ross Jauncey
Author/Illustrator: Kevin Waldron
Art Director: Tara McKenty
Copywriter: Iain Nealie
Head of Studio: Dan Meyers
Retoucher: Mark Sterne
TV Producer: Llew Griffiths
Lead Designer / Developer – App Development: Tri Nguyen (Two Bulls)