The Iconic turns heads in new masterbrand campaign via Dentsu Creative and Love Media
One of Australia and New Zealand’s leading fashion and lifestyle platforms The Iconic has launched a new brand platform created in partnership with Dentsu Creative and Love Media. The campaign coincides with its refreshed company purpose: ‘Creating a better way for people to shop.’
‘Got You Looking’ is more than a stand-alone marketing campaign — it is a masterbrand approach that will live at the heart of The Iconic threading everything together across the platforms ecosystem, including paid media, cx, ecomm and app touchpoints.
The creative has been deliberately crafted to draw attention, encouraging viewers to double take the image. And with 20 million visits per month, ~2,000 app downloads every day and a growing social media nearing 2 million, The Iconic is the brand that makes you look.
Says Jere Calmes, chief executive officer at The Iconic: “At its core, The Iconic is constantly striving to do things better than the traditional status quo, better than normalised expectations. Our revived purpose not only pays homage to our disruptive roots but also fuels every aspect of our business as we look to the future. From enhancing our customer experience and technology, advancing our people and planet progress and forging meaningful brand partnerships, we’re driven by our unwavering commitment to be better.”
Says Joanna Robinson, chief marketing officer at The Iconic: “The Iconic has a history of doing things that turn heads. Twelve years ago, we set out to disrupt retail in Australia and New Zealand by creating a better way for people to shop. And we’re still creating better ways today.
“We set a new industry standard with our unmatched delivery offering and free returns and continue to create memorable experiences that leave our customers looking for more. This campaign draws inspiration from our legacy, aiming to stop people in their tracks and serve as a reminder of why they love shopping with The Iconic.”
An integrated campaign will roll out across owned, paid and earned media, with a range of executions bringing to life some of the different ways you can shop at The Iconic: fashion, sport, beauty, exclusives and pre-loved – all with the renowned fast delivery offering. Love Media has secured a bold media buy that engages Australians and gets them looking with video, cinema, OOH and high impact display placements.
Says Ben Coulson, chief creative officer at Dentsu Creative: “We invoked the first law of advertising with this one, get noticed. ‘Got You Looking’ talks to the effect new clothes have, while setting us a nice challenge with each piece of work. It’s a perfect platform for The Iconic, one that we can have a lot of fun with for a long time to come.”
The Iconic
Chief Executive Officer: Jere Calmes
Chief Marketing Officer: Joanna Robinson
Head of Brand and Media: Georgia Thomas
Head of Creative: Lisa Ballard
Head of Communications: Elizabeth Anderson
Brand Manager: Rachael Cameron
Director Creative Marketing and Ecommerce Production: Julie Song
Head of Style: Nicole Adolphe
Head of Design: Angela Joseph
Dentsu Creative
Chief Executive Officer: Kirsty Muddle
Chief Strategy Officer: David Halter
Strategy Director: Nat Kuznetsova
Chief Creative Officers: Ben Coulson, Mandie Van Der Merwe, Avish Gordhan
Executive Creative Director: Sarah McGregor
Associate Creative Directors: Leisa Ilander, Gillian Dalla Pozza
Designer: Mike Papa
Senior Motion Designer: Emanuele Franco
Group Account Director: Nicky Webster
Account Executive: Emma Heazlett
Senior Producer: Tom Pearce and Roz Scrimshaw
Production: Good Oil
Director: Natasha Foster
Photographer: Cole Bennetts
Executive Producer: Simon Thomas & Juliet Bishop
Producer: Ellie Craven
Director of Photography: Tony Luu
Editor: Joss Eastwood
VFX: Andreas Wanda
Art Director: Cloe Jouin
Colourist: Matt Fezz
Music and Sound: Rumble
Senior Sound Designer: Cam Milne
Media: Love Media
Managing Director: Rob Wall
Head of Media: Meredith Graham
Client Director: Ash Toeke
37 Comments
This is solid work. Fashion done very well and super fun to watch. Well done everyone.
I love these a lot. They remind me of Nova Sounds Different from saatchi – but in a very sophisticated way. I normally only trash work here – so its great to see something so good here
The OOH posters and AD are pretty fresh for online clothing retailer
Goodbye DBA’s whose this for?
The line and the art direction are both quite beautiful.
I like it
Yep, got me looking. Could be the Start of a great campaign.
Love the confidence, love the simplicity.
Lovely work, simple idea, executed with a good level of craft. Hope it works it’s socks off!
The OOH photography is slick and refreshingly bold.
And it shows.
Classy, simple, good
Padding the comments.
Fun to watch and gorgeous OOH
This font…..or it’s style and vibe…is everywhere. Thoughts?
a god.
and everyone can see WHY!
Look at that DC dream team credits list. Nailed it gang! Fresh and flawless.
The outdoor’s got me looking all over the place. My eye has no idea where to go.
the one and only papa has done it again
Smashing it Tash, looks fab!
Would have been ‘made you look’
Sadly I noticed MG are using this line. Agree would have been so much better
Nice work by all involved
So exceptionally good. Probably the best work of the year. Smashed it. Congrats on such a well crafted piece of drivel
This is beautiful work but incredibly similar to a lot of what’s out there at the moment. Further with completely new look for the brand and nothing but the name holding it together the work will get noticed but not branded
It’s a complete waste of money – sorry.
When did Iconic start selling pizzas?
for an idea.
What is that song on that first spot?! So bad. Doesn’t work at all.
So much better. Might have got it from the long list into the medium list.
dentsu may just be coming back
When Calvin Klein did The Bear, every advertising wanker from the last 20 years lamented on the lack of an idea.
It had one, it just didn’t have a line. This campaign is similar, sound strategy but it doesn’t need the line, it is terribly uncool and is obviously ‘advertising’ at work. Oh and while I’m at it, the only consistent asset that comes through is the headline font.
Love some of the tracks though.
Absolutely obsessed.
Stunning visuals across all outputs.
Go Tash! Go Cole! Seriously stunning work from the both of you.
Where’s the diversity? Would be nice to see more size inclusive/disability representation – surely this is the bare minimum in fashion advertising these days.. SURELYYYYYY. We have a responsibility as advertising professionals to ensure there is a standard of representation. Especially for brands that offer inclusive product.
This looks super dated – like a campaign for Westfield Miranda in 2011 + no idea.
This looks dated and tacky. How did this need 3 ccos, an ecd and 2 acds to make?