{"id":21813,"date":"2026-09-08T14:53:55","date_gmt":"2026-09-08T13:53:55","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21813"},"modified":"2026-09-10T09:54:42","modified_gmt":"2026-09-10T08:54:42","slug":"taking-on-the-over-the-top-world-of-activewear","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/primark\/taking-on-the-over-the-top-world-of-activewear","title":{"rendered":"Taking on the Over-the-top World of Activewear"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z1KObp8 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;\">To mark the launch Primark\u2019s latest activewear collection, Primark Form, we have developed a new campaign that pokes fun at the drama and intensity of traditional sportswear advertising.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Following on from recent work &#8216;The Get Away&#8217; and &#8216;Shockingly Chic&#8217;, &#8216;That\u2019s Kinda Game-Changing&#8217; marks the next step in the &#8216;That\u2019s So Primark&#8217; brand platform. We created the campaign to help establish Primark as a go-to choice for reliable workout gear that does not carry an inflated price tag.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z2vrDh5 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\/1224858505?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=544cb28fc5\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-27ssDj 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;\">The hero film directly parodies classic sports ad clich\u00e9s, setting athletic women in a moody, brutalist environment with an overly serious male narrator, only for them to brush off the intense dramatics and carry on with their routines.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Shot by Pascal Schonlau with social content by Charlotte Croft, the work spans out-of-home, digital, and audio channels. The media strategy places Primark directly into fitness spaces, including gyms, running routes, and health clubs, while partnering with key fitness platforms like Men\u2019s Health and Women\u2019s Health. Production and creative development were handled end-to-end by our global content studio, Girl&amp;Bear, with media planning by One Publicis Primark and organic social led by SocialChain.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;With Primark Form, we wanted to challenge expectations of what high-performance wear can look like and how it is often overpriced. This campaign celebrates the feeling of expecting the unexpected, knowing you\u2019ve not paid above the odds for performance pieces that support your workout at a price you can\u2019t quite believe.&#8221;\u00a0<\/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;Are you even working out if you\u2019re not in an oh-so-serious black and white world, with dramatic choreography, being egged on by an omnipotent, rousing voiceover? If you\u2019re wearing Primark while doing it, then yes, you are. Serious sportswear doesn&#8217;t need to feel so serious when you\u2019re not paying silly prices for it. And we just proved it.&#8221;\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Nikki Lindman, Creative Director at VCCP<\/span><\/i><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":77,"template":"","class_list":["post-21813","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","14075"],"client_id":"17271","hero_video":"","hero_image":{"ID":21814,"id":21814,"title":"Primark - That's kind of game-changing","filename":"Primark-Thats-kind-of-game-changing.jpg","filesize":905226,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/09\/Primark-Thats-kind-of-game-changing.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/primark\/taking-on-the-over-the-top-world-of-activewear\/attachment\/primark-thats-kind-of-game-changing","alt":"Diverse group of women riding stationary exercise bikes in a gym class wearing Primark activewear.","author":"77","description":"","caption":"","name":"primark-thats-kind-of-game-changing","status":"inherit","uploaded_to":21813,"date":"2026-09-08 09:13:05","modified":"2026-09-08 09:13:43","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","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\/09\/Primark-Thats-kind-of-game-changing-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/09\/Primark-Thats-kind-of-game-changing-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/09\/Primark-Thats-kind-of-game-changing-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/09\/Primark-Thats-kind-of-game-changing-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/09\/Primark-Thats-kind-of-game-changing-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/09\/Primark-Thats-kind-of-game-changing.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/09\/Primark-Thats-kind-of-game-changing.jpg","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/09\/Primark-Thats-kind-of-game-changing-720x720.jpg","Square-width":720,"Square-height":720}},"meta-title":"That\u2019s Kinda Game-Changing | VCCP","meta-description":"Primark's new 'That\u2019s Kinda Game-Changing' campaign by VCCP parodies serious sports adverts to launch its Primark Form activewear line.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/09\/Primark-Thats-kind-of-game-changing.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":19101,"post_author":"57","post_date":"2024-08-15 15:38:16","post_date_gmt":"2024-08-15 14:38:16","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch3 style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003ePrimark invites America to \u2018Fall in Love\u2019 in first US brand campaign \u2018That\u2019s so Primark\u2019\\u003c\/b\\u003e\\u003c\/h3\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday, \\u003c\/span\\u003e\\u003cb\\u003ePrimark\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the international clothing retailer that offers quality fashion at value prices, launched its first brand campaign in the United States, entitled \u2018That\u2019s So Primark\u2019.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z153XF9\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z153XF9\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"999136923\",\"blockId\":\"Z2CwO0\",\"blockUniqueClass\":\"lazyblock-video-Z2CwO0\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe beloved Irish brand, founded in Dublin 55 years ago, has become a household name throughout Europe, with over 445 stores across 17 countries. Now as the retailer is working towards its American ambition of 60 stores in the US, Primark is introducing itself to American consumers and inviting them to fall in love with Primark\u2019s value, quality and style. \u2018That\u2019s So Primark\u2019 is an extension of the brand\u2019s global creative platform with an aim to educate Americans on what it means to be \u201cso Primark.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1VmIKq\",\"blockUniqueClass\":\"lazyblock-text-full-width-1VmIKq\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"It\u2019s all about falling in love with the brand and its unique products again and again.\",\"quotee\":\"Brett Edgar, CEO at VCCP US\",\"blockId\":\"1clMYw\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1clMYw\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eMichelle McEttrick\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eGlobal Chief Customer Officer at Primark\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cAcross Europe, Primark is known as the place to shop for people who want to look good and feel good, without breaking the bank.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cPrimark is still relatively unknown in the US, so we want to spread the word to savvy shoppers that they don\u2019t need to sacrifice style if they\u2019re on a budget. Whether they\u2019re looking for head-turning statement pieces, or everyday wardrobe essentials, we want to give American consumers the chance to fall in love with their closet over and over again.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated in partnership with creative agency, \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the brand awareness campaign is rooted in two hero films.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Window with a View\u2019 features alternating close-ups of two women as their faces draw closer and closer to the camera with each alternating shot. Finally, their faces smash into glass, and the full image comes into view. The women stand side by side before a Primark store, lovingly admiring the pieces behind the window rather than each other. Other women join them, longingly looking at the high-quality, low-price outfits that have made Primark a sensation over the years.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Fall Again\u2019 echoes that same anthem as a woman shops in a Primark store, the music swelling as she spins around the aisles with a striped sweater, followed by a slew of other pieces she loves, at prices she wants.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"21hBJ1\",\"blockUniqueClass\":\"lazyblock-text-full-width-21hBJ1\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"999435313\",\"blockId\":\"1uO2PN\",\"blockUniqueClass\":\"lazyblock-video-1uO2PN\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Primark-OOH-Bus-PR-Image%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/Primark-OOH-Bus-PR-Image.jpg'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22170%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/Primark-OOH-Bus-PR-Image-300x170.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/Primark-OOH-Bus-PR-Image-300x170.jpg%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/Primark-OOH-Bus-PR-Image-1024x580.jpg%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/Primark-OOH-Bus-PR-Image-768x435.jpg%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/Primark-OOH-Bus-PR-Image.jpg%201500w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:19105,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=19105%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/Primark-OOH-Bus-PR-Image.jpg%22,%22sizes%22:%22%22%7D%7D%5D\",\"blockId\":\"Z2jRHDs\",\"blockUniqueClass\":\"lazyblock-carousel-Z2jRHDs\"} \/-->","post_title":"That's So Primark","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"thats-so-primark","to_ping":"","pinged":"","post_modified":"2024-09-10 16:19:55","post_modified_gmt":"2024-09-10 15:19:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19101","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":21634,"post_author":"78","post_date":"2026-05-26 15:33:52","post_date_gmt":"2026-05-26 14:33:52","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWe\u2019re helping Primark to step into summer with a new campaign that leans into the glamour of classic heist cinema, proving high style doesn't need a heavy price tag.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2ngdv7\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2ngdv7\"} \/-->\n\n<!-- wp:image {\"id\":21625,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img 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\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2018The Get Away\u2019 marks the latest evolution of Primark'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 - for the first time ever - Spain.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eFeaturing eight hero summer looks - including striped maxi dresses, embroidered co-ords, and beach-ready swimwear - the push highlights the feeling of finding elevated fashion at prices so low it feels almost criminal\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1Ydhfq\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1Ydhfq\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1191895104\",\"vimeo-unlisted-video-hash-value\":\"201734bb8c\",\"blockId\":\"19BJsB\",\"blockUniqueClass\":\"lazyblock-video-19BJsB\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eDirected by Tom Green through Stink Films in collaboration with our global content creation studio Girl\\u0026amp;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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAlongside the film, the campaign borrows heavily from glossy Hollywood tropes across static photography, captured by Nicholas Maggio.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eGirl\\u0026amp;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.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZPdWz8\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZPdWz8\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1-300x169.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1-300x169.jpg%20300w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1-1024x576.jpg%201024w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1-768x432.jpg%20768w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1-1536x864.jpg%201536w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1.jpg%201920w%5C%22%20sizes=%5C%22auto,%20(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:21635,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21635%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1.jpg%22,%22sizes%22:%22%22%7D\",\"blockId\":\"VSeHC\",\"blockUniqueClass\":\"lazyblock-image-full-width-VSeHC\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRooted in the insight that travel prompts shoppers to rethink their wardrobes, the campaign targets key consumer moments - 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's Central Line and Tottenham Court Road, as well as high-visibility placements across Spain.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022With \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 - 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.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWendy Duggan, Marketing Director at Primark\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022There\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 - playful, glamorous and always with that knowing wink that sits at the heart of the brand.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eNikki Lindman, Creative Director at VCCP\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022We 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.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eJude Summerton, Producer at Social Chain\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1CUwGf\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1CUwGf\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"Primark Channels High-Fashion Heist Movies for Summer Campaign","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"primark-channels-high-fashion-heist-movies-for-summer-campaign","to_ping":"","pinged":"","post_modified":"2026-08-12 12:08:24","post_modified_gmt":"2026-08-12 11:08:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21634","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":18270,"post_author":"57","post_date":"2024-05-21 11:06:02","post_date_gmt":"2024-05-21 10:06:02","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003ePrimark\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today revealed a refreshed look and feel for the brand, as it launches its new summer collection and campaign, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eViva Summer\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. Primark\u2019s new brand world was developed with its global branding and creative agency partner \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe changes see the introduction of the \u2018Portal\u2019. A window into the world of Primark, which will be used across campaigns and the wider brand world; bringing everything Primark offers to life.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of the updates, the new brand world includes a playful update to the iconic Primark logo, features a refreshed Primark blue, and a specially designed font. From today, customers will begin seeing the new brand across social, in direct communications and in store - with further rollouts planned for later this year.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1Uib4I\",\"blockUniqueClass\":\"lazyblock-text-full-width-1Uib4I\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images 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\/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Primark occupies a special place in our hearts and our high streets.\",\"quotee\":\"Gary Holt, Executive Creative Director at VCCP\",\"blockId\":\"ZVhrDR\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZVhrDR\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eMichelle McEttrick, Chief Customer Officer at Primark\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cMore than fifty years since we opened our first store in Mary Street, Dublin, we now have hundreds of stores across Europe and the US and we\u2019re getting ready to enter our 17th market with a new store in Budapest, Hungary, later this month. Our success and our ambitious growth plans have been driven by our commitment to delivering exceptional products at unbeatable prices. As we continue to grow and cement ourselves as a truly global brand, we want to ensure that wherever in the world you find us, you\u2019ll always get the same great unique Primark experience that you know and love.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eGary Holt, Executive Creative Director at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cPrimark occupies a special place in our hearts and our high streets. It\u2019s also an innovative brand with big ambitions for growth; it\u2019s been amazing to work on the evolution of their brand world and we\u2019re excited to take the next step with them on their journey. The Primark Portal is a key element of this new world, which people will begin to see this summer across all channels alongside the refreshed logo and colour palette.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eViva Summer is Primark\u2019s biggest ever summer collection, offering seasonal styles that exude a vibrant coastal feel. From luxe swimwear to lightweight sleepwear, and breezy daytime looks to night-time glam, the retailer\u2019s Viva Summer range features bold prints alongside earthy neutrals across womenswear, menswear and kidswear.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSince opening its first store in Dublin\u2019s Mary Street in 1969, Primark has grown into a global fashion leader with over 440 stores across 16, soon to be 17, markets worldwide. This year in Great Britain, Primark is celebrating 50 years on the British High Street, after it opened its first store in Derby in 1974. While affordability is at the heart of Primark, the business continues to evolve and transform to keep up with consumer needs and is committed to making more sustainable fashion affordable for everyone. The refreshed brand strategy reflects the retailer\u2019s international growth plans as it looks to reach 530 stores globally by the end of 2026.\u202f\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP was appointed as Primark\u2019s global branding and creative agency partner in August 2023, following a three-way competitive pitch process.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor more information or to browse Primark\u2019s latest collections, visit \\u003c\/span\\u003e\\u003ca href=\\u0022http:\/\/www.primark.com\/en-gb\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewww.primark.com\/en-gb\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"blockId\":\"io5DJ\",\"blockUniqueClass\":\"lazyblock-text-full-width-io5DJ\"} \/-->","post_title":"Viva Summer","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"viva-summer","to_ping":"","pinged":"","post_modified":"2024-08-11 12:26:19","post_modified_gmt":"2024-08-11 11:26:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18270","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["10"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/21813","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\/77"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=21813"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}