Title	THE EYE OPENING TEST
Brand	DROIT DE REGARD
Product/Service	DROIT DE REGARD
Category	F03. Single-market Campaign
Entrant	BETC Paris, FRANCE
Idea Creation	BETC Paris, FRANCE
Production	GENERAL POP Pantin, FRANCE

Name	Company	Position
Stéphane Xiberras	BETC	ECD
Alexandre Girod	Betc	Copywriter
Julien Vergne	Betc	Art director
Mathis Payet	BETC	Assistant art director
Jeremy Marsy	General Pop	Producer
Philippe Martin-Davies	BETC	Strategic Planner
Louis Chahan	BETC	Strategic Planning
Augustin Lacap	NA	Director
Lionel Cévaër	Droit de regard	Brand Management
Manon Mangaud	BETC	Agency Management

Please tell us how the work was designed / adapted for a single country / region / market.

In France ads for cheap glasses are everywhere yet French people pay €600 on average for their glasses. This is because of the many conditions hidden in the fine print of the ads. The eye opening test is an activation we did to show that the optician Droit de regard is different than other optician brands because there are no hidden conditions. We travelled across Paris from one optician's ad to the next and gave people a free eye test so they could see for themselves the true prices.