More important than’, which was created in-house by Specsavers Creative and produced by Grand Visual, is a departure from Specsavers’ long-running much-loved ‘Should’ve Gone to Specsavers’ concept.  Instead, reactive, contextual and locally relevant copy lines posed suggestions like: “More important than leaking phones” and “More important than post-match handshakes”. The statements were followed by the call to action to book an eye test at


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