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.
- Fran Theanne
- Head of Creative
- 'The work The One Off have done on branding and in-store POS has helped to transform our retail environment. We are now showing the customer what we are really about...fashion, style but great value too.'