One way of creating an iconic campaign is to tie your campaign with an existing icon. To pick the right and most relevant icon, try to boil down the message of your brand or cause down to something very simple such as “Courage” or “Fighting spirit”, and then try to identify something iconic that relates with that message. The iconic thing can represent the same message or the opposite of it. It works either way.

 

The association will spark interests and potentially controversies as people are likely to have established feeling or opinion about the existing icon, which can lead to a lot of interesting PR materials and free medias. However, you should be careful about overused icons that start to lose its meaning and impact.