How Dentsu Creative ‘Got You Looking’ With Butterflies Breaking Free From a 5-Metre High Screen
The latest iteration of THE ICONIC’s ‘Got You Looking’ campaign, created by Dentsu Creative Australia, turned heads with its bold, unconventional visuals — from shoe bikinis to woodchopping in gowns — showcasing the brand’s diverse fashion range and cementing its identity as a disruptor in retail advertising.
Leisa Ilander and Gillian Dalla Pozza, associate creative directors at Dentsu Creative, alongside Nicky Webster, group account director, and Ruby Tonkin, senior account manager, spoke to LBB’s Tom Loudon about the campaign’s creative process.
They share insights into how the campaign deliberately paired unexpected elements to challenge traditional retail norms and capture attention in a saturated market.
The team also discussed the collaboration with Love Media and Good Oil, which enabled bold creative choices, including a striking 3D OOH installation at Martin Place, and highlighted the brand’s commitment to inclusivity through its partnership with the Shift 20 Initiative and on-set accommodations.
LBB> What inspired the specific visuals in this campaign, such as the shoe bikinis and woodchopping in gowns, and how do they align with THE ICONIC’s brand identity?
Leisa> THE ICONIC is all about disrupting the norm and bringing the cheek to a somewhat staid retail market. So our benchmark is always, “Will this turn heads?”. To do this, we like to pair the unexpected together. You don’t wear shoes as bras. Or chop wood in cocktail dresses. We like to start with two elements that wouldn’t go together and make it work.
LBB> How did the collaboration between Dentsu, Love Media, and Good Oil influence the creative direction and media strategy of the campaign?
Gillian> Getting the band back together meant we had a lot of earned trust and some good shortcuts in place. It also meant everyone was on the lookout for ways to build on the idea.
For example, it was Love Media who came to us with the opportunity to do a 3D billboard, and then we worked closely with Good Oil to come up with an idea that was not only impressive but also achievable within the already tight shoot schedule.
LBB> Can you share insights into the casting process and how you ensured the campaign reflects the diversity and inclusivity The ICONIC is committed to?
Nicky> THE ICONIC has had inclusivity at the heart of their business for a long time, and this was a chance for us to bring it to the forefront in our master brand campaign.
But it wasn’t just in front of the camera - it’s everything from providing practical accommodations on set to ensuring the casting process is accessible too. A lot of our customers have diverse needs, and our shipping is a fantastic solution for that. So it was a very natural fit.
LBB> What challenges did you face in creating such unconventional and attention-grabbing visuals, and how did you overcome them?
Gillian> The simplest answer to this is budget. You can let your imagination run wild, but there is a point where reality comes in and says no. We quickly realised our worlds had to be practically shot in camera. So, while we may end up with some SFX, grounding concepts, in reality, sets up some really clear parameters of where to begin.
LBB> How do you measure the success of campaigns like ‘Got You Looking,’ and what metrics are most important to THE ICONIC?
Ruby> Our main objective for this campaign is to get noticed. Keep heads turning. Our key success metrics involve lifting ad awareness, brand preference and intent. Then we focus on the nitty gritty numbers such as landing page traffic and app downloads.
Nicky> Our audience is our peers in a lot of ways – so as soon as I hear friends and family talking about it and sending photos of the OOH sites – that’s when we knew we were onto a winner with the first campaign.
LBB> How do you balance creating "thumb-stopping" moments with ensuring the campaign remains relatable and authentic to your audience?
Leisa> Relatable isn’t always realistic. Think about the cartoon Bluey. Its popularity is based upon how relatable the family is, which they are – but they’re also dogs. Just because something doesn’t visually look the same as you doesn’t mean it’s not relatable.
The common thread throughout our visuals is about unashamedly being yourself and making sure the clothes are pivotal to this. No matter if you want to work out in a gown or love sneakers so much you want to eat them, we want you to authentically be true to yourself and your style.
Nicky> Please don’t actually eat your sneakers, though. Someone in legal will follow up with me if that happens.
LBB> Can you tell us any more about the 3D OOH at Martin Place Metro Station and how it enhances the overall campaign experience?
Gillian> The ‘Got You Looking’ platform means we can push traditional mediums in ways they haven’t been used before. So, to grab attention in Martin Place, we created a 3D motion OOH where the butterflies feel like they’re about to break out of the screen. At 5-metres high, it’s an impressive sight.
LBB> What feedback have you received from customers or the public about the campaign, and how has it influenced your approach?
Ruby> The public response to this campaign has been overwhelmingly positive – all you need to do is look at the results. The first iteration of GYL told us that this phase needed to be an evolution, not a revolution.
We knew we needed to extend our existing brand platform across a fresh suite of OOH, film, and social media with more of the same fun, vibrant, and eye-catching creative content because that’s what is working.
LBB> Looking ahead, how do you plan to evolve the campaign to maintain its impact and relevance in future iterations?
Nicky> We’re lucky to have clients who start each brief with: push it harder, make it more attention-grabbing, let’s blow it up!
Leisa> The platform is a great springboard because it’s all about doing things differently and pushing the status quo. And as long as we stay true to that ethos the limit does not exist. We have some fun ideas in the works right now, but you’ll just have to keep looking to find out.
