Playful meets premium.

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Primark had spent a lot of time and effort improving the quality of their fabrics for their new range.

Now it was time to convince their German audience that this notoriously cheap'n'cheerful brand had taken a step in a more premium direction.

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Working into the brand platform "That's So Primark" (="Ganz Schön Primark"), we took a social-first approach, creating playful films and imagery inspired by the whimsical tone of high fashion to showcase their improved fabrics whilst keeping the cheeky, mischievous heart of the brand alive.