A whole new way of thinking about jeans. No celebrities. No sultry poses. VCCP’s campaign for Primark is 100% uplifting emotion. In Denim We Can is all about the power of great denim without the premium price tag and the first expression of Primark’s new brand platform, That’s So Primark, in the UK.
The campaign positions Primark as the go-to for great quality, stylish denim at incredible value this autumn. It’s built on the insight that the right pair of jeans has the power to transform your mood – and what you feel capable of. You don’t need to pay premium prices to get your hands on denim that makes you feel ready to take on anything the day might throw your way. It also builds on the brand’s strong social-first, influencer-led strategy, using mass-reach platforms such as TV, out-of-home, in-store, transport wraps and digital.
The hero commercial, Primark’s first ever UK TV spot, was directed by Grammy award-winning filmmaker, Nadia Marquard Otzen, through Academy Films, choreographed by movement director, Ryan Heffington and set to a 1979 cover of I Heard It Through The Grapevine, by London-based, women-only ‘70s punk band The Slits.
In Denim We Can builds on VCCP’s strong branding foundations for Primark. Central to these is the use of the Primark Portal, a distinctive branding device that clearly frames campaign assets and drives distinctiveness across every touchpoint. The campaign also supports the GB-wide rollout of Primark’s Click & Collect service, which will feature as a key call-to-action across comms.
The campaign was produced by Girl&Bear, with PR led by Weber Shandwick and Momentum. Media strategy and buying was managed by Publicis Media UK.
Wendy Duggan, marketing director at Primark, stated,“At a time when value matters more than ever to shoppers, we’re more confident than ever in what Primark offers – great style, quality and affordability. We’ve raised the bar on our denim and are launching our best denim collection yet, so now felt like the right moment to go bigger, both creatively and in media.”
Nikki Lindman, creative director at VCCP, added,”In Denim We Can’brings to life the universal truth – that strength is found in denim, not just as clothing, but as a feeling – We all know that when we slip on some fab fitting denim, we feel stronger, tougher, capable, sassier – it’s confidence in fabric form, basically.”
Credits
Client: Primark
Advertising Agency: VCCP
Creative Director: Nikki Lindman
Creatives: Katy Stanage & Alice Marani
Junior Creatives: Niamh McBride & Rose Power
Integrated Project Director: Hannah Wood
Senior Integrated Producer: Diana Turchi
AV Producers: Ant Borkett & Rosie Good
Creator & Motion Designer: Gabriele Wiedenmann
Managing Partner: Bridget Limbrey
Business Director: Danielle Shedletzky
Senior Account Director: Jess Ridley
Senior Account Manager: Erin Kelly
Account Manager: Millie Stockford
Group Planning Director: Claire Strickett
Planning Director: Connie Marshall
Junior Planner: Wilfred Bentley
Director: Nadia Marquard Otzen
Production Company: Academy Films
Executive Producer: Darapen Vongsa-Nga
Producer: Steve Overs
Production Manager: Zoe A’court
Production Assistant: Chirolles Khalil
DoP: Ben Fordesman
1st AD: Clara Paris
Choreographer : Ryan Heffington
Local Production Company: Division
Executive Producerr: Rok Lunežnik
Producer: Leila Mirah
Line Producer: Špela Bajc
Production Coordinator: Nina Jesih
Editing Company: Final Cut
Editor: Darren Baldwin
Assistant Editor: Carter Clarke
Edit Producer: Nikki Porter
Sound Design: 750mph
Sound Designer: Sam Ashwell
Head of Production: Olivia Ray
Producer: Carla Thomas
Post-Production: Electric Theatre Collective
Colourist: Luke Morrison
Producer: Emma Hughes
Photographer: Bettina Pittaluga
Media Buying Agency: Publicis – Zenith
PR & Events: Weber Shandwick & Momentum
