Australia and New Zealand’s fashion and lifestyle platform The Iconic has launched its next iteration of the ‘Got You Looking’ campaign, developed in collaboration with Dentsu Creative and Love Media.
The latest campaign creates elevated and unforgettable double-take moments, from a couple twirling pasta shaped like shoelaces to a model in a ballgown strutting down a treadmill, the visuals showcase the breadth of style The Iconic offers.
The campaign's first iteration launched in February 2024 surpassed benchmarks in key brand health metrics, including a +34% increase in unprompted brand awareness, a +5% rise in consideration, and a +9% boost in purchase intent among both regular shoppers and new customers.
The ‘Got You Looking’ campaign is set to appear in high-impact and contextually relevant placements across Video, OOH, Cinema and Video in Display.
Additionally, a 3D installation and interactive activation will be featured at Martin Place Metro Station in Sydney.
The Iconic chief marketing officer Joanna Robinson said the brand wanted to get its customers looking again.
"The campaign and strategy is clearly resonating, so this year, we’re taking it even further— delivering more captivating visuals designed to stop people in their tracks, all while showcasing the breadth of our stylish assortment," Robinson said.
The Iconic has also joined the Shift 20 Initiative, created by the Dylan Alcott Foundation, which is on a mission to increase representation, inclusion and accessibility in marketing.
Through this partnership, The Iconic has furthered its commitment to diversity and inclusion by ensuring its campaigns are representative of people living with disabilities, who account for 20% of the Australian population.
The Iconic director of brand, media, and comms Georgia Thomas said the casting in this round was critical.
"We aimed to showcase a diverse range of talent that truly reflects our customers, each unique in their own way," Thomas said.
"At The Iconic, inclusivity is at the heart of everything we do and delivers to our core purpose of creating a better way to shop and this campaign celebrates the individuality and diversity of our customer community."
CREDITS
THE ICONIC
Chief Executive Officer: Jere Calmes
Chief Marketing Officer: Joanna Robinson
Head of Brand, Media and Comms: Georgia Thomas
Brand Manager: Rachael Cameron
Head of Style: Nicole Adolphe
Head of Style – Menswear, Sport, Sneakerhub: Danielle Soglimbene
Creative Production Graphic & Copy Manager: Rachel Pink
Social: Max Beniac, Stephanie Cardona
Dentsu Creative
Chief Strategy Officer: David Halter
Chief Creative Officer: Ben Coulson
National Head of Production: Craig Sloane
Strategy Director: Nastassia Kuznetsova
Associate Creative Directors: Leisa Ilander, Gillian Dalla Pozza
Designer: Mike Papa
Group Account Director: Nicky Webster
Senior Account Manager: Ruby Tonkin
Production: Good Oil Films
Director: Natasha Foster ·
Executive Producer: Juliet Bishop
Producer: Taryn Mueller · DOP: Tony Luu
Production Designer: Cloe Jouin
Casting Director: Peta Einberg
Casting Post Production:
Editor & Online: Jos Eastwood
VFX: Andreas Wanda
Grade: Fergus Rotheram
Stills Photographer: Cole Bennetts
Audio Production: Electric Sheep
Media: LOVE Media
Managing Director: Rob Wall
Head of Media: Meredith Graham
Client Director: Ash Toeke
Senior Digital Manager: Melissa Mackay
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