Resting Squint Face

Client: Specsavers

Millions of us squint at our phones without even realising. It’s a symptom of presbyopia – an age-related deterioration in near vision that affects 1.8 billion people globally – but only 27% of Brits have heard of it. The clinical name is intimidating, and many don’t realise how regularly they squint at their devices. Specsavers wanted to raise awareness of the symptoms and show that glasses can fix squinting.

So, we coined a funny and memorable term for what presbyopia gives you: Resting Squint Face – and encouraged the nation to stage a ‘Squintervention’ for loved ones. Our absurd 90” PSA humorously brought to life symptoms like looking confused, annoyed, or older, using exaggerated testimonials to dramatise relatable behaviours (reading at arm’s length, enlarging phone fonts). Underpinned by research revealing how RSF affects others’ perception of us, and amplified by influencers playfully highlighting RSF, the campaign used humour to raise awareness – and eyebrows. The result? 1M+ views, 4.5M earned impressions, national headlines (The Sun, Mail Online, Express, Mirror, Smooth Radio and more), voted #1 October campaign in PRWeek, and an uplift in eye test bookings. Coverage included The Sun, Daily Mail, Express, Mirror, Yahoo News, Famous Campaigns, Creative Moment, and 5 stars from David Reviews. By turning an intimidating condition into a cultural talking point, Specsavers made presbyopia relatable, memorable, and impossible to ignore.