OPSM unveils new ‘Everyday Excellence’ campaign

OPSM has unveiled its 2024 ‘Everyday Excellence’ communications campaign, which spotlights four professionals from different sectors who bring the ‘extraordinary’ to life.

In a statement, EssilorLuxottica said ordinary Australians and New Zealanders – including a chef, winemaker, skateboard and streetwear brand owner and beekeeper – were selected for the campaign because they are “committed to excellence in what they do every day” .

In addition to a new television spot, the 360-degree omnichannel campaign will be shown across touchpoints in OPSM stores, on OPSM.com.au and across the company’s marketing channels from June 17.

“Since 1932, OPSM has stood for excellence, providing the best solutions for eye care and style and helping millions of Australian and New Zealand customers find their customized vision solution,” EssilorLuxottica said in a statement.

According to the company, the new campaign will highlight the brand’s value of “everyday excellence” and be the “trusted optical retailer for customers and patients who are committed to their passions and give their all in everything they do.”

“Excellence is never a single act, but the result of a series of individual moments. Choosing to always choose the best option, choosing to invest time and effort to master every detail, is the true secret behind greatness,” says EssilorLuxottica.

Ms Kate Boulos, Vice President of Marketing at EssilorLuxottica ANZ said: “Eye health is an essential part of everyday life and eye care plays a leading role in enabling people to see life to the full, follow their passion and discover what excellence means to them . ”

She added that since opening its first store in Sydney in 1932, OPSM has been committed to providing Australians and New Zealanders with the best in optical care and is committed to excellence at every step of a patient’s journey .

“Today we are excited to communicate our efforts together with others, which, like us, stands for excellence,” said Boulos.

Among the professionals selected for the campaign is Ms Nornie Bero, a Torres Strait Islander and chef from Australia. Bero is the founder and CEO of Mabu Mabu, a Melbourne restaurant that “puts indigenous ingredients at the heart of its cuisine and offers food that reflects the islands it comes from”.

“A professional chef for over 20 years, Nornie is fueled by curiosity, whether in the kitchen, teaching workshops or book publishing, successfully telling a heart-warming story about creativity, identity and passion with an unwavering connection to its roots,” EssilorLuxottica said.

Mr Angus Vinden is the owner and winemaker of Vinden Wines in the Hunter Valley. He took over the management from his father, who founded the winery in the 1990s.

“Over the years, Angus continued to embrace challenges as opportunities to evolve, as he reimagined his family’s wine label with a range of exciting, modern wines coming from his cellar. Angus is committed to excellence every day and has invested in a considered approach to creating wines that go beyond the styles typically associated with the Hunter Valley today,” the company said.

Mr. Chey Ataria, a designer from New Zealand, is the founder of Def Skateboards. The New Zealand skate and streetwear label was founded in 2012 by Ataria and is known for its high-quality skateboards.

“Chey’s leadership and endless curiosity have made it a highly successful and respected brand in the skateboard industry,” said EssilorLuxottica.

“Chey has been passionate about skateboarding from an early age and has successfully turned his passion into a career of excellence, dedicating himself full-time to his passion and showcasing New Zealand’s talents to the world through skateboarding, design, music and art.”

Finally, the beekeeper Mrs. Jess Curtis, who spent much of her childhood on her family’s farm, surrounded by beekeeping through the beehives founded by her grandfather in 1998. After leaving school and with a continued interest in the beekeeping, Curtis took her back to the roots.

“Day after day, she continues to chase beauty in the little things, while staying focused on excellence, which led to her success at the Outstanding New Zealand Food Producer Awards,” the company said.

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