An optician wanted to attract clients he hadn't seen in a long time. Due to deteriorating eye sight over the years, they'd probably be needing new eye glasses at that point. The agency created a sales letter in the form of an eye test chart. The optician explains at contacts that their current glasses probably aren't strong enough anymore - eye sight can deteriorate even when wearing classes. To demonstrate this, the characters in the letter gradually shrink to a size so small only people with perfect eye sight can read properly. People having difficulties reading those last sentences are invited by the optician for an eye test. 12% of the contacts made an appointment for an eye test.
Agency: Proximity BBDO Brussels, Belgium.