The Brief: To help establish ICON Outlet as a stand out shopping destination based at the iconic O2 Arena. To help ICON at The O2 create a clear identity amongst it’s target demographic with a targeted, strategic and creative approach. 

Using the campaign platform ‘Shop like an ICON’ we aimed to make shoppers feel special, to let them know they can shop like a star and like an ICON…for less. With simple messaging; so as not to lose the outlet offering; and imagery with real stage presence we created a campaign that stood out in the hustle and bustle of the underground and busy streets of central London.