Ai-Craft Overview 

Communication

  1. Parsons by the sea  
  2. Rimowa Olympics
  3. Heimstone Public Pool
  4. Historical monuments
  5. Raise Them Ready
  6. The 100k Initiative
  7. Telstra Rabbits
  8. OPSM Umpires
  9. Nestor Foods
  10. Do you love her?

Branding & Design

  1. Camp
  2. Vacay
  3. Soco
  4. Ercuis
  5. Frizzante Spectaculare
  6. Heimstone
  7. Le Clos
  8. Found
  9. Casa Kece  

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©Onur Kece

C9 → OPSM Umpires

During the FIFA World Cup, In the dying moments of the game between Italy and Australia, Italian player Fabio Grosso was awarded a penalty after what was perceived by many as a controversial fall in the penalty area. This penalty was converted, resulting in Italy’s win and Australia’s exit from the World Cup.

This topical ad for OPSM Australia’s leading eyewear retailer ran in beneath the article in the news paper, capitalizing on the controversy. 





This ad resonated with the public and became a cornerstone of OPSM’s brand strategy for the following years. The campaign cleverly aligned the brand with sports by sponsoring all sporting umpires and referees, reinforcing the message that accurate vision is crucial in making the right decisions, not just in sports but in everyday life as well. This strategic move helped OPSM to enhance brand visibility and credibility in the competitive eyewear market.

The campaign has also been awarded for it’s creativity and effectiveness.


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