1. Vision Express The Story:Vision Express lives in a retail environment where traditionally sell, sell, sell has been the name of the game, game, game. This campaign changed their story and moved the brand more up market by using a stylised, softer approach as compared to their 'down n' dirty' 'cheap 'n easy' days. It used Daniel Abittan, their charismatic CEO and chief architect of change in positioning, as the chief story teller. This body of work is the proverbial tip of the iceberg for a highly integrated 360 campaign that included press, mail, door drops, posters, printed and 3D point of sale. The Plot:Design through the line campaigns for the entire range of glasses and contact lenses offered by Vision Express; Move VE’s image more up market and position them as people with a passion of innovation who treat customers like individuals. Readers:Anyone who wears or might need to wear glasses (or contact lenses) Epilogue:Fantastic response from the client. Campaign materials set the benchmark for advertising developed even today. Return to contents

2. In-store Posters The 1 st two are long term informational The 3 rd is a short term promotional

3. In-store Posters for the launch of the new Red or Dead line range, Feature zips on the ear pieces Tease Launch Long Term 22.03.11

4. 4 Just 3 of the numerous tactical press ads

5. 5 Everything and the kitchen sink mailing A quarterly specialog under the passion for innovation banner

6. Joe Videan Creative Director Writer Story Teller 3, Church Road, Ashtead, Surrey KT21 2RJ. t: 01372 27 27 77 m: 07908112284 e: joevidean@msn.com Book: joevidean.wordpress.com w: joevidean.comjoevidean@msn.com