Primark is inviting America to fall in love with it's fashion, value, and quality.
Our VCCP US team worked with the European retailer to launch their first-ever North American brand campaign. This extension of the Global Creative Platform "That's So Primark" celebrates that falling-in-love feeling of discovering the perfect outfit.
Our VCCP US team worked with the European retailer to launch their first-ever North American brand campaign. This extension of the Global Creative Platform "That's So Primark" celebrates that falling-in-love feeling of discovering the perfect outfit.
Collaborating with photographer Mark Leibowitz, we captured our models falling in love with their Primark outfits on the streets of New York City.
Our visuals were crafted to show off Primark's recent brand updates, including their new color palette and Primark Portal graphic holding shape. The carefully directed angles and poses of our models were designed to create dynamic compositions when cropped within the new Primark Portal.
Our visuals were crafted to show off Primark's recent brand updates, including their new color palette and Primark Portal graphic holding shape. The carefully directed angles and poses of our models were designed to create dynamic compositions when cropped within the new Primark Portal.
We kicked off the campaign in New York City, aligning our debut with NY Fashion Week and included a subway take-over of the R train and a fleet of bus wraps in Times Square.
The campaign also extended into the retail experience. We collaborated closely with the Primark in-store creative team to design over 45 campaign assets, expanding our messaging into 21 store locations.
Finally, we brought the campaign's "fall-in-love" energy to paid social with a series of TikTok and Instagram posts. This provided an opportunity to showcase additional looks as our campaign transitioned into fall. All content was conceived, shot, and edited in-house, leveraging the VCCP team's expertise in social.
VCCP US: 2024
Group Creative Director: Gianmaria Schonlieb
Group Account Director: Maxie Etess
Group Strategy Director: Emma Greenwood
Design Director: John Olson
Photographer: Mark Leibowitz
Art Director: Taylor Dahl, Tyler Emmons
Copywriter: Caroline Johnson, Amy Lazo
Motion Design & Digital Content : Gabriele Wiedenmann
Design: Julia Halasz, Dana Johnson
Account Supervisor: Emily Menken
Brand Strategist: Alyssa Ritchie