ARCHIVEOpticians Council of Canada Takes Eye Care to the Streets
Love Your Eyes is a public service ambient campaign created by the Opticians Council of Canada and launched in Canada in October 2012, using personality-based interactive installations across multiple cities to educate consumers about the value of licensed opticians and direct participants to a national online contest.
The campaign arrived at a moment when the Opticians Council of Canada was deepening a national awareness push it had begun two years earlier. In October 2010, the organisation launched a television-led campaign positioning opticians as "vision architects" and urging Canadians to seek out licensed practitioners, as reported by sources including Samirajamali Wordpress. Love Your Eyes extended that strategic foundation into physical, participatory space, moving the message off the screen and into the environments where Canadians live and move. The Clapboard Score for the campaign is 79 out of 100, reflecting its structural ambition and creative coherence.
Across the Canadian installations, visitors were invited to choose one of six personality-based eyewear frames — an entry mechanic that immediately made the experience feel personal rather than clinical. That choice then unlocked an interactive educational video about licensed opticians, giving participants relevant professional information framed through the lens of their own style identity. Each participant also received a gift package and was directed to a national online contest, extending engagement well beyond the physical installation itself. The campaign's combination of in-person experience and digital continuation gave it a multi-channel reach that ambient formats alone rarely achieve.
ARCHIVEThe Opticians Council of Canada designed Love Your Eyes to solve a specific professional identity problem. Licensed opticians in Canada occupied a market defined by fragmentation and consumer confusion: according to sources citing Competition-Bureau Canada Ca data, Canada had approximately 7,444 opticians in 2012, operating within a retail landscape where roughly 66% of respondents were independent retailers and approximately 30% were chain stores, according to the same source. In that environment, distinguishing a licensed optician from an optometrist or an unlicensed eyewear seller was not a simple task for the average Canadian consumer.
The 2010 television campaign had established the "vision architect" positioning and planted a flag for the profession at a national scale, as reported by samirajamali.wordpress.com. By 2012, the strategic question was how to deepen that message and make it stick with audiences who had not necessarily sought out the information themselves. An ambient, interactive format answered that question directly. Rather than asking Canadians to find the message, Love Your Eyes placed the message in their path and gave them an immediate personal reason to engage — the promise of a gift package including a one-hundred-dollar eyewear certificate redeemable at participating optical locations, alongside the personality-frame selection mechanic that made participation feel rewarding from the first moment.
The broader competitive landscape for licensed opticians in Canada at the time included both regulated professionals and unlicensed eyewear retailers, a tension the Opticians Council of Canada had explicitly named in its 2010 public-awareness work, as noted by samirajamali.wordpress.com. Love Your Eyes did not name rivals directly but positioned the licensed optician credential as the benchmark of professional eye care — a move designed to shape consumer preference before the moment of purchase rather than at it.
My Loud Speaker, based in Vancouver, created the Love Your Eyes campaign for the Opticians Council of Canada. The creative team was led by Creative Director Tammy Tsang, with Art Director Jonathan Tsang and Copywriter Matthew Tsang shaping the concept and execution. Video production was handled by Linetest Collective, whose work gave the educational video component the visual quality needed to hold attention in a public installation environment.
On screen and within the installation itself, the experience unfolded in a carefully sequenced arc. A visitor approached the installation and selected one of six distinct eyewear frames, each tied to a personality type rather than a clinical prescription category — a creative decision that reframed the act of choosing eyewear as an expression of identity. That selection then triggered a corresponding interactive educational video, tailored to the participant's chosen frame, which explained the role of licensed opticians in Canadian eye care in terms that felt relevant to that individual's style and self-image. After watching the video, participants received a Love Your Eyes gift package containing eye-care items and a one-hundred-dollar eyewear certificate redeemable at participating optical locations, then were directed to a national online contest that extended the campaign's reach into digital channels.
The production ambition behind Love Your Eyes was considerable for an ambient public service campaign. Creating six distinct personality-based video pathways, packaging a physical gift incentive for walk-up participants, and tying the entire installation to a functioning national contest required coordination across physical production, video production, and digital infrastructure simultaneously. The result was a campaign that functioned as a complete consumer journey compressed into a single street-level encounter.
No independently verified post-campaign performance metrics for Love Your Eyes — such as installation visitor counts, contest entries, or measured shifts in consumer awareness — are publicly available in named sources at the time of writing. However, the structural effectiveness of the campaign is demonstrable through its design logic and its documented continuity. As reported by samirajamali.wordpress.com, Love Your Eyes continued as an annual or recurring campaign initiative beyond its October 2012 launch, indicating that the Opticians Council of Canada judged the approach worth repeating — a signal of internal confidence in the format's return on investment that is itself a meaningful performance indicator.
The campaign's multi-city installation format, six-pathway interactive video structure, and dual incentive of a physical gift package and national online contest each represent proven drivers of dwell time and brand recall in ambient public service contexts. By anchoring educational content to a personality-driven choice mechanic, the campaign increased the likelihood that participants would retain the professional distinction between licensed opticians and other eyewear providers — the core objective the Opticians Council of Canada had been pursuing since its 2010 television campaign, as documented by samirajamali.wordpress.com. The Clapboard Score of 79 out of 100 reflects the campaign's strength in concept integration and audience engagement mechanics, with the ambient medium deployed in service of a genuinely complex professional message.
Love Your Eyes was a multi-city interactive ambient campaign launched in Canada in October 2012. Created by My Loud Speaker, it invited Canadians to choose a personality-based eyewear frame, watch an educational video about licensed opticians, receive a gift package, and enter a national online contest.
My Loud Speaker, a Vancouver-based agency, created Love Your Eyes. Creative Director Tammy Tsang led the team, with Art Director Jonathan Tsang and Copywriter Matthew Tsang on the project. Video production was handled by Linetest Collective, whose work supported the interactive educational video component of the installation.
Participants selected one of six personality-based eyewear frames at the installation. That choice triggered a corresponding educational video about licensed opticians. Participants then received a Love Your Eyes gift package, including a one-hundred-dollar eyewear certificate redeemable at participating optical locations, and were directed to a national online contest.
The Opticians Council of Canada sought to distinguish licensed opticians from optometrists and unlicensed eyewear sellers in a fragmented Canadian market. Canada had approximately 7,444 opticians in 2012, according to sources citing competition-bureau.Canada Ca data, and consumer confusion about professional credentials was a documented strategic challenge for the organisation.
The Love Your Eyes campaign received a Clapboard Score of 79 out of 100. This score reflects the campaign's strong concept integration and audience engagement mechanics, recognising how the ambient multi-city format was deployed to communicate a complex professional message about licensed optician credentials to Canadian consumers.
Love Your Eyes extended beyond its October 2012 debut. As reported by samirajamali.wordpress.com, the campaign continued as an annual or recurring initiative, suggesting the Opticians Council of Canada found the interactive installation format effective enough to sustain as an ongoing public awareness and professional education effort across Canada.
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