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Ambition

Continuing our journey with Primark, our overarching ambition for Summer 15 continued to elevate the brand’s fashion credentials in the mind of the consumer.  Engaging with customers in style, as well as price-led conversation, our mission was to create a Summer campaign that created stand out on the high street.

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The ODD Solution

Our solution for the Summer 15 campaign was to make Primark the destination for summer style.

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To achieve this, we created a two phase campaign.  The first phase shot on the beach and inspired by the elements conjured up a hazy, sun-kissed, natural mood setting.  Whereas Summer’s second phase shot in a beachside town focused on vibrant colours, personality and a playful irreverent mood.  Combined, both phases created a blend of intimate, colourful and spirited imagery and footage.

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The Summer 15 campaign continues to build on the integrated platform that Primark has focussed on over the last year, and is implemented across all channels and communications estates, from press, lookbook, social media amplification, retail and film.

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Captured on a variety of mediums, the campaign film reminds us of those carefree summer holidays, evoking a mix of memories and moments.

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Stylishly energetic and fun, the film perfectly captures the summertime feeling and creates an aspirational product showcase for the Summer 15 collection.

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