By Gordon Beattie

How do you come up with game-changing creative ideas that drive sales and build brands?

It’s not easy but it’s not impossible either.

Should’ve gone to Specsavers is one of the few campaigns which is simple, impactful and memorable. It’s not only stood the test of time, it’s become part of our vernacular.


It’s obvious – it was an awesome idea that’s been kept as fresh as a daisy through continuously varied executions.

Too many brands change their campaigns as frequently as I change my mind. Others trot out the same old ads because they lack the originality to devise something new.

Brilliance is a rare commodity but our simple five-step guide will help you unlock your internal genius.