The fight for festive attention
Primark wanted to own the festive moment for shoppers, appealing to early planners and last-minute buyers alike. The campaign also needed to work across global markets, and for cultural occasions such as Hanukkah and Black Friday.
Owning the moment
Everyone has a moment when Christmas truly feels like it’s begun – the first song, the first snowfall. What if Primark could own that moment, connecting shoppers to the brand at the very first spark of festive excitement?
Christmas begins at Primark
‘It’s here!’ brought this to life using nostalgic, retro art direction in photography and film, amplifying joy and familiarity. The line worked both as a celebration of the festive moment and a directive: whenever Christmas begins, it begins at Primark.
The season of joy
The campaign captured universal festive feelings, delivering joy for both shoppers and staff, reinforcing the Love The Feeling brand, and translating globally to resonate across all territories.
Collaborators
Mitch Zachery – Photography
Yeti Creative – Filming
The Production Factory – Production
Dakarai Akil – Collage Artist
