The Iconic continues to defy fashion advertising formulae with a new extension to its Got You Looking masterbrand campaign by Dentsu Creative.   

The new campaign aims to capture even more customer attention by creating surprising and unforgettable double-take moments – couple twirling pasta shaped like shoelaces, a model in a ballgown strutting down a treadmill…

Got You Looking launched first in February 2024, heralding a comprehensive refresh of The Iconic’s brand identity. Over the past 12 months, the new masterbrand has surpassed benchmarks and drove significant improvements 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 brief to dial up the creative also applied to the media strategy, led by Love Media. The new 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.

Joanna Robinson, Chief Marketing Officer at The Iconic, stated, “Last year, our focus was to reset and remind Australians why The Iconic truly lives up to its name. We wanted to get our customers looking again. The campaign and strategy are 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.”

Leisa Ilander and Gillian Dalla Pozza, associate creative directors at Dentsu Creative, added, “For this  phase, our goal was to create even more eye-catching, thumb-stopping work that sets The Iconic apart and, most importantly, gets even more Australians looking.”

The Iconic has also joined the Shift 20 Initiative, created by the Dylan Alcott Foundation, that is on a mission to increase representation, inclusion and accessibility in marketing, ensuring its campaigns are representative of people living with disabilities, who account for 20% of the Australian population.

Georgia Thomas, director of brand, media, and comms at The Iconic, stated, “The casting in this round was critical for us. We aimed to showcase a diverse range of talent that truly reflects our customers, each unique in their own way.”

Where the campaign began:

Credits:
Client: 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

Creative Agency: 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

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