Open Campus

From Yenra

On June 24, 2009, Iconix unveiled its back-to-school 2009 multi-media marketing campaign for its Op brand starring 90210 starlet, AnnaLynne McCord, One Tree Hill lead actress, Sophia Bush, singer, Solange Knowles, Good Charlotte front man, Joel Madden, MTV's The Hills, Brody Jenner and Disney star, Cody Linley. The campaign is titled "OPen Campus" and features the television, film and music personalities getting ready for the back to campus season.

The Op campaign was shot at University High in Los Angeles, California by photographer Larry Bartholomew, who is known for his candid lifestyle shots. The creative showcases the cast of Op celebrities cheering on the bleachers, running down the steps of the school, on the football field and hanging out on a custom Op bus.

The custom Op bus was created by West Coast Customs and is a solar-powered vintage bus retro-fitted in signature Op style. The bus features a performance stage on the roof, recycled cork floors, Op decor such as skateboards and surfboards, a gaming system and Op product displays among other items. The Op bus will be featured on TLC's West Coast Customs later this summer.

The Op celebrities are wearing the fall and holiday Op collections in the campaign, which are exclusively available at Walmart in the United States, Canada and Mexico. In addition, the celebrities will host an Op party in Los Angeles in July and make personal appearances on behalf of the brand.

The campaign will debut this fall in fashion, lifestyle and entertainment magazines, and online at http://www.op.com/