Primark AW14

Ambition

Autumn/Winter is the most important season in the fashion world. ODD were tasked with celebrating the new season in a standout way. The campaign also had to launch Primark’s new menswear collection to a burgeoning market place.

The ODD Solution

In order to highlight the importance of Primark’s AW season and the new lines that were now available we created a fully integrated campaign.

Taking the brand back to their “homeland”, we shot the campaign imagery on location in Ireland. The ruggedness of the location perfectly matched the new cosy autumn knitwear and reflected the new Harris Tweed menswear range.

We maintained 100% consistency across all channels by creating press, in-store collateral and online content.

Beautiful Effectiveness

Over a 12 month journey with ODD, total sales have gone up by 16%, nearly reaching the £5bn mark.