Shoe Bikinis and Woodchopping in Gowns: THE ICONIC’s 'Got You Looking' Campaign Returns

Australia and New Zealand’s leading fashion and lifestyle platform, THE ICONIC, is once again set to turn heads with its next iteration of the ‘Got You Looking’ masterbrand campaign, developed in collaboration with Dentsu Creative and Love Media. Renowned for delivering some of Australia’s most inclusive runways and campaigns, THE ICONIC has also recently joined Dylan Alcott’s Shift 20 Initiative, furthering its commitment to inclusivity and diversity.

Building on the success of last year’s transformative brand platform, the latest campaign aims to capture even more customer attention by creating 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 striking visuals showcase the breadth of style THE ICONIC offers.

The ‘Got You Looking’ campaign, which first launched in February 2024, heralded 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 ‘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 said, "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 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."

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 is also proud to have 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.

Georgia Thomas, director of brand, media, and comms at THE ICONIC, said, “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. 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."