Primark. The Season's Worst-Kept Secret.​

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the challenge. In a time of ‘permacrisis’, with the after-whiff of the pandemic pushing us into a cost of living debacle unlike anything we’ve ever seen, how could Primark show off its extensive Christmas offering without encouraging over-consumption, and cut through in one of the busiest times of the year for high-street brands? 

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the work. The season’s worst-kept secret. An idea born of truth: that whenever anyone pays a compliment on something you’ve got from Primark, you can’t wait to tell them where you got it from.  This was a fully integrated global campaign, including windows (and translations for non-english speaking territories), in store videos and POS, an online 30” spot for website and social, social media activity and stunts: all supporting this sense of very badly-kept secrecy.  

Supported by the complimentary subline of ‘PSST- IT’S PRIMARK!’ I worked closely with an art director and designers to bring that tone to life visually, inspired by kitsch pop culture, and bright blasts of colour seen in the fashion world from the likes of Moschino - helping us stand out from the stereotypical Christmas colour palette of other brands. Online, I created several launch stunts such as adding everyone to Primark’s close friend list on Instagram, and a fake ‘leaked email’ to drive awareness and make the concept feel even more holistic: from high-street, to hand-held device.

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the results. This was a big creative shift for Primark, in the sense that their campaigns have historically been heavily visually focused, without a core concept or even supporting copy. I’m proud to have provided them with a creative idea so deeply embedded in their own brand truth, that they couldn’t wait to launch it. In this sense, I guess you could say that it was their worst-kept secret too.

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