Case Study
ASDA Opticians
Using humour and storytelling to attract the next generation of optometrists
CLIENT
01
The Challenge
Attracting optometrists at scale needed cut-through, not clichés.
Chatter, an agency specialising in employment marketing and branding, approached us on behalf of their client ASDA Opticians. They needed a broad awareness and promotional film to support a major recruitment drive, helping fill 90 optometrist vacancies across the business.
The video had to clearly communicate the career opportunities and pathways available at ASDA Opticians, while standing out in a competitive sector where recruitment messaging can often feel generic or uninspiring.
02
The Approach
A tongue-in-cheek concept, brought to life with confident, end-to-end production.
Chatter arrived with a strong creative idea: a playful, self-help group of spectacles discussing the challenges of working in optometry — until one attendee realises she’s in the wrong room. She explains she has a successful, fulfilling career at ASDA Opticians and doesn’t share those frustrations, prompting a transition into a modern ASDA store that reinforces the positive employment proposition.
Our role was to bring this idea to life.
We proposed a tightly planned single-day shoot across two locations:
A community centre to capture the self-help group scenes
A flagship ASDA Opticians to ground the story in a real, contemporary working environment
Paradigm took responsibility for the entire production process, from venue sourcing, casting and crewing through to scripting, shoot management and overseeing the final edits.
03
The Outcome
A standout recruitment film recognised by the industry.
We delivered a 90-second hero film, hosted on ASDA’s careers site, alongside a suite of shorter social cut-downs to support the wider recruitment campaign.
The video has been well received by both client and audience, and its impact has been recognised by the industry. The campaign was shortlisted at the RAD Awards — one of the most prestigious awards in recruitment and employer branding — for:
Best Creative Idea
Best Single Use of Video
Best Video Campaign
A strong endorsement of a campaign designed to show that optometry at ASDA can be different — and better.
