The campaign hero is a 30-second TVC.
Online fashion, sports and lifestyle retailer, The Iconic has teamed up with Conti Bros and Lionize to encourage ANZ shoppers to ‘Live Your Way’ in a new multi-channel sports campaign.
The hero creative plays on themes of re-emergence following a year of lockdown, capturing the spirit of liberation through sport and driving a desire to live with purpose by getting out and active.
This creative is brought to life all while showcasing the world-class assortment of sports apparel and footwear available on The Iconic from brands including adidas, ASICS, Nike, New Balance, Puma, Under Armour, P.E. Nation and Reebok.
The full funnel Live Your Way campaign includes TV, outdoor (transit and DOOH), YouTube, Facebook, Instagram, display, SEM, as well as The Iconic owned channels.
The campaign hero, a 30-second TVC, plays heavily on the idea of liberation and facing a new world without fear, calling on viewers to embrace all that life has to offer and to Live Your Way.
In a first, this campaign further sees The Iconic launch a dedicated extension for TikTok, with a bespoke hashtag challenge going live this week.
“From running, yoga, swimming to cycling, after a disrupted 2020, we want to inspire Australians and New Zealanders to reset the dial and take back control through the transformative power of sport," The Iconic chief marketing officer Alexander Meyer says.
"Our Live Your Way campaign marks one of our biggest sports category pushes to date and we’re excited to see how the creative resonates with our customers, while continuing to cement The Iconic as a go-to destination for sport, home to the most extensive assortment of premium sports apparel and footwear in ANZ.”
The Live Your Way campaign is now live on YouTube here.
Brand: THE ICONIC
Production: Conti Bros
Media Agency: Lionize