Primark Spring 14

Primark first appointed ODD at the beginning of 2014.

Ambition

The first campaign we produced for the retailer was Spring 14. The overarching ambition was to take Primark from being purely about price, to a brand that engages consumers and offers them accessible and aspirational style at great value.

The ODD Solution

Our campaign for the Spring 14 collection worked towards developing a new signature look and feel for the brand. We enlisted renowned fashion photographer, Mel Bles, to bring a new, fresh energy to the creative execution.

The creative beautifully showcases the latest trends and works to inspire consumers to get their desired look with Primark.

Beautiful Effectiveness

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