We redesigned a typical women’s parking space icon on the floor into an O’Neill icon. Therefore we put stickers looking like dresses from the actual spring collection onto the icon. The copy leads directly to the O’Neill store in the mall. In the grey surrounding of the car park the coloured icons are a great eye catcher.

During the flight there was an increased amount of women coming to O’Neill shops. A lot of them talked about the parking place idea and said they appreciate this advertising. Some admitted that they start to look at every icon. In terms of involvement the idea was a success.