{"id":21634,"date":"2026-05-26T15:33:52","date_gmt":"2026-05-26T14:33:52","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21634"},"modified":"2026-08-12T12:08:24","modified_gmt":"2026-08-12T11:08:24","slug":"primark-channels-high-fashion-heist-movies-for-summer-campaign","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/primark\/primark-channels-high-fashion-heist-movies-for-summer-campaign","title":{"rendered":"Primark Channels High-Fashion Heist Movies for Summer Campaign"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z2ngdv7 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">We\u2019re helping Primark to step into summer with a new campaign that leans into the glamour of classic heist cinema, proving high style doesn&#8217;t need a heavy price tag.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_2026_05_08_1555_2-1024x576.jpg\" alt=\"Three women in sunglasses are planning a heist\" class=\"wp-image-21625\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_2026_05_08_1555_2-1024x576.jpg 1024w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_2026_05_08_1555_2-300x169.jpg 300w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_2026_05_08_1555_2-768x432.jpg 768w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_2026_05_08_1555_2-1536x864.jpg 1536w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_2026_05_08_1555_2.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"lazyblock-text-full-width-Z1Ydhfq wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">\u2018The Get Away\u2019 marks the latest evolution of Primark&#8217;s \u2018That\u2019s So Primark\u2019 brand platform. Building on previous hits like \u2018Shockingly Chic\u2019 and \u2018In Denim We Can\u2019, the initiative aims to strengthen the retailer\u2019s reputation for style, quality, and value across the UK, US, and &#8211; for the first time ever &#8211; Spain.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Featuring eight hero summer looks &#8211; including striped maxi dresses, embroidered co-ords, and beach-ready swimwear &#8211; the push highlights the feeling of finding elevated fashion at prices so low it feels almost criminal<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-19BJsB wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1191895104?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=201734bb8c\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-ZPdWz8 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Directed by Tom Green through Stink Films in collaboration with our global content creation studio Girl&amp;Bear, the hero film follows three friends sneaking into an exclusive club in high-end Primark outfits, leading to a high-speed chase through Mediterranean backstreets before a surprise ending reveals a lost bag being returned by the concierge.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Alongside the film, the campaign borrows heavily from glossy Hollywood tropes across static photography, captured by Nicholas Maggio.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Girl&amp;Bear managed end-to-end production across film, stills, DOOH, and social assets. Social strategy was led by Social Chain, with media buying handled by One Publicis Primark.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-VSeHC wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-Z1CUwGf wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Rooted in the insight that travel prompts shoppers to rethink their wardrobes, the campaign targets key consumer moments &#8211; from searching for holiday outfit inspiration to summer binge-watching. The multi-channel launch spans TikTok, YouTube, connected TV, and high-impact outdoor media across major hubs, including London&#8217;s Central Line and Tottenham Court Road, as well as high-visibility placements across Spain.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;With \u2018The Get Away\u2019, we wanted to put our Summer style credentials front and centre, showcasing fashion-forward pieces designed to rival the high street\u2019s most coveted looks &#8211; without the high price tag. This campaign celebrates that gleeful feeling when you find a look you love at a price you can\u2019t quite believe, all wrapped up in a playful, cinematic world full of humour and fun.&#8221;<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Wendy Duggan, Marketing Director at Primark<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;There\u2019s something so fun in the idea of looking this chic, for these prices, it feels like you\u2019re breaking the rules. \u2018The Get Away\u2019 leans into that feeling completely, reimagining Primark through the lens of a glossy fashion heist movie &#8211; playful, glamorous and always with that knowing wink that sits at the heart of the brand.&#8221;<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Nikki Lindman, Creative Director at VCCP<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;We are excited to bring this campaign to life on the Primark social channels. Working closely with VCCP we have developed concepts that align with the strategic direction of the campaign and ensure there is a cohesive feel across all platforms. Through social, we\u2019ll introduce the audience to a range of different glamorous characters as they execute high end looks for less. All supported by stop motion animation content and shoppable Pinterest boards, highlighting even more fabulous pieces from Primark\u2019s Summer collection.&#8221;<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Jude Summerton, Producer at Social Chain<\/span><\/i><\/p>\n  <\/div>\n<\/section><\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":78,"template":"","class_list":["post-21634","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"17271","meta-title":"Primark: The Get Away ","meta-description":"Primark and VCCP launch 'The Get Away,' a cinematic heist-inspired summer campaign showcasing affordable high-fashion across the UK, US, and Spain.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_2026_05_08_1555_2.jpg","hero_video":"","hero_image":{"ID":21630,"id":21630,"title":"Primark Summer","filename":"Website-banners-19.png","filesize":2768246,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-19.png","link":"https:\/\/www.vccp.com\/uk\/?attachment_id=21630","alt":"Three women wearing summer outfits from Primark for VCCP's new campaign","author":"78","description":"","caption":"","name":"website-banners-19","status":"inherit","uploaded_to":21624,"date":"2026-08-11 14:18:44","modified":"2026-08-11 14:33:07","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-19-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-19-300x113.png","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-19-768x288.png","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-19-1024x384.png","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-19-1536x576.png","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-19.png","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-19.png","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-19-720x720.png","Square-width":720,"Square-height":720}},"related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["1","10"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/21634","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/78"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=21634"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}