Topshop has attracted rebellious fashionistas willing to push the limits of fashion. With this campaign, they address a new audience, encouraging young women who usually play it safe fashion-wise to step outside of their comfort zone and break the rules they've been taught to follow.
OOH advertisements would be placed in malls and near popular nightlife locations for members of the target audience. The nightlife locations are already places people consider "breaking the rules" and trying new things, while taking advantage of locations near point-of-sale in malls would help draw consumers into Topshop at the last second.
Social media platforms all have their rules, whether it be about the acceptability of taking screenshots, frequency of posts, or what you "like." Through Topshop sponsored posts encouraging the TA to break the rules of Instagram and using usage data from the app, Topshop would reach out to users who "break the rules" and reward them with a special deal to help them bring their rebelliousness into their warbrobe.