Penny the Pirate

Client: Saatchi & Saatchi for OPSM

2015 iKids award winner for best e-book!

About the Campaign

OPSM partnered with advertising agency Saatchi & Saatchi Australia, Melbourne University’s Department of Optometry and Vision Sciences, and renowned author and illustrator Kevin Waldron to launch Penny the Pirate — a free interactive children’s book and mobile app that doubles as a sight screening test. As children follow Penny’s story to become captain of the Mighty Pickle, they unknowingly come across three sight screenings that help parents identify common eye health issues. The story’s illustrations disguise the tests, keep children engaged, and enable parents to operate the screening without any previous experience—making the complete sight screening experience total child’s play.

Our Involvement

Saatchi & Saatchi knew a major challenge was to ensure any digital version of the eye screening test would require eye test symbols be a consistent physical size across multiple devices and device resolutions whilst retaining the beautiful look and feel of Kevin Waldron’s illustrations. As a highly experienced technical and creative kids app development studio, our team were ready for the challenge! We had a wonderful time working with our friends at Saatchi on this project. It is truly exciting to be a part of such a unique and innovative campaign to help improve kids eye health.

The Result

We’re thrilled the campaign has won a ton of awards (almost 20 and counting), including Cannes Lions Silver and Bronze awards, two Clio awards and ‘Best in Show’ at the Caples awards. The awards keep coming in 2016! On March 1st, Penny the Pirate was named by Warc as #1 marketing campaign in their annual top 100 world’s best campaigns ranking for 2016.

Did You Know?

The Therapeutic Goods Administration of Australia has approved the book in what is a world first combination of children’s book and certified eye test.

You can download this OPSM app for IOS and Android tablets – and order the test pack from within the app, or pick it up at your local OPSM store!

View the kit and download the app for your tablet from the App Store, or Google Play:

download on the app store get it on google play