Campaign. Digital. Content.

It’s now standard advertising practice that high street brands incite in consumers a frantic need to out-Fezziwig each other from October to January. In 2017, Primark broke with tradition. All traditions.

Singing out from shop windows, social media and the back seat of a unicorn taxi, our New Fashioned Christmas campaign cut through the festive schmaltz – encouraging shoppers to stuff the turkey and celebrate however they pleased.

Irreverent, ephemeral, fabulous, and without a single ad in sight; New Fashioned Christmas was the ultimate glitter-covered expression of Primark’s offer. Shoppers agreed, with social engagement – and sales – off the chart.