The concept this year was focussed around different lifestyles and locations. With Primark available in more and more locations across the world it was important for customers to be able to relate to the brand wherever they're from.
The “Wherever You Are... Workout” campaign centres around epic landscapes, beautiful crops and abstract layering, aiming to pull together fitness enthusiasts from everywhere and demonstrate that location is not a limitation. The campaign was shot in Barcelona and included window and in-store POS for both the womens and mens collection and also included art direction for the womens press campaign.
- Peter Franks
- Director of Store Development
- 'Working with The One Off really is a collaborative experience...their design team has become an integral part of our team. They possess a good balance of commercial awareness and offer strong creative direction. Their work has had a positive impact on our business.'