Specsavers: Priceless Eyes

One in two people will suffer from an eye condition at some time in their lives, yet we take our eyes for granted. In fact, most Australians have never even had an eye test. To show people the true value of their eyes, Specsavers posed as Vesper Sacs, a fake medical research company, and confronted everyday Australians with an unthinkable question: how much would you sell your eyes for? The elaborate social experiment elicited genuine reactions by constructing a high-tech facility in a CBD office tower from scratch - complete with staff, a company backstory, brochures, a corporate video and even stationery. In New Zealand the film launched to millions of eyes in a media first: the buyout of an entire four-minute ad break.