A price campaign with a difference. A fashion campaign with a difference. VCCP has borrowed from the adrenaline rush of heist movies to make Primark the place where you can get away with high style at low prices.   

The summer collection campaign, The Get Away, is the latest execution in the brand’s That’s So Primark platform. strengthening Primark’s reputation for style, quality and value across the UK and US markets, plus, for the first time in the brand’s history, Spain.

The high-octane hero commercial was directed by Tom Green through production company Stink Films, in collaboration with VCCP’s global content creation studio Girl&Bear, bonding to women with its cheeky story of best friends sneaking into a private members’ club, their high-style Primark outfits ensuring they look the part. Reimagining Primark in a glossy, Hollywood-style heist world, the campaign borrows from famous movie tropes – chase scenes, covert exchanges, getaway cars, beautiful hotels and sparkling coastlines, with photography by Nicholas Maggio bringing scenes to life with a playful Primark twist.

Girl&Bear managed the project from start to finish, overseeing strategic and creative development, production and post-production across AV, stills, DOOH and social deliverables. Social was led by Social Chain, with media managed by One Publicis Primark.

The media campaign was built on the insight that travel is a key trigger, prompting shoppers to rethink their wardrobe. The campaign focused on key summer behaviours, from “holiday and summer search” moments, where audiences actively seek inspiration and advice, to “summer binge” viewing, when they are most engaged with content. It covers cinema TikTok, BVOD, OLV, Meta and YouTube, plus OOH in busy retail and travel environments, including for the first time placements across the Central Line, an elevated site at Tottenham Court Road and train stations throughout the UK, all powered by Publicis Connected Identity. I social, Social Content is orchestrating a range of different glamorous characters as they execute high end looks for less, all supported by stop motion animation content and shoppable Pinterest boards.

Wendy Duggan, marketing director at Primark, stated, “With The Get Away, we wanted to put our summer style credentials front and centre, showcasing fashion-forward pieces designed to rival the high street’s most coveted looks – without the high price tag. This campaign celebrates that gleeful feeling when you find a look you love at a price you can’t quite believe, all wrapped up in a playful, cinematic world full of humour and fun.”

Nikki Lindman, creative director at VCCP, added, “There’s something so fun in the idea of looking this chic, for these prices, it feels like you’re breaking the rules. The Get Away leans into that feeling completely, reimagining Primark through the lens of a glossy fashion heist movie – playful, glamorous and always with that knowing wink that sits at the heart of the brand.”

Credits 
Client: Primark 
Advertising Agency: VCCP
Creative Director: Nikki Lindman
Creative Team: Tomás Azoubel Lima & Ana Riotto Marques 
Managing Partner: Bridget Limbrey
Business Director: Danielle Shedletzky 
Senior Account Director: Jess Ridley
Account Director: Jasmine Beale
Senior Account Manager: Erin Kelly
Group Planning Director: Claire Strickett
Planning Director: Connie Marshall 
Junior Planner: Wilfred Bentley
Agency Tv Producer: Maddy Holmes
Integrated Project Director: Hannah Wood
Senior Integrated Creative Producer: Carolina Rinaldi

Production Company: Stink Films 
Director: Tom Green
DoP: Benoit Soler
1st AD: Tina Fratnik 
Executive Producer: Blake Powell 
Producer: Paz Parasmand 
Production Manager: Alice Evans 

Service Company: Entity Films 
Editors: Trim Editing 
Editor: James Forbes-Robertson 

Post-Production Company: Black Kite Studios 
Post Producer: Phil Whalley 
VFX Lead & VFX Shoot Supervisor: Daniel Sanders 
Colourist: George Kyriacou  


Audio Post-Production Company: Runamok Studios 
Sound Engineer: Jon Clarke 
Music: The Hogan
Music Supervisors: Isa Rehman & Rebecca Leon 

Stills Production Company: Stink Films
Service Company: Entity Films 
Photography Producer & Agent: Natalie Flemming 
Photographer: Nicholas Maggio
Post-Production Company: Girl & Bear

Social Creator: Sasha Novitskiy
Social Production Company: Entity Films
Social Producer: Ivan Cvirn
Social Post-Production Company: Girl & Bear