OPSM – Style Is Why
 

OPSM is Australia’s biggest provider of premium designer eyewear. However, with a growing range of cheaper, fast fashion competitors, more and more customers were just using OPSM for prescriptions, and shopping for eyewear elsewhere.  

To win back these customers and justify the added value of OPSM's designer frames, we used the voice of American philosopher and political activist Dr. Cornel West to redefine what style means.

Our campaign made the link between how you see, and how you are seen: style is why.  

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