#primART. Creative Campaign for Primark UK

Location

All across the UK

Type

Campaigns

Launched

2021

Client

Primark

Creative lead

Pam Gencheva

Design leads

Fudzhay Saidov

Brief

Most retailers relied heavily on their e-commerce platforms throughout the pandemic, but Primark's sales plummeted from £650 million to zero due to their lack of an online presence. The brand has stated that while e-commerce may be beneficial for some companies, it would bring enormous overheads for them with little to no returns for the first 4 to 5 years.

Furthermore, Primark has £1.5 billion worth of stock sitting in its stores, depots, or in transit, which is now creased, sun-damaged, and likely destined for landfill. The stark numbers—£650 million to zero in sales, £1.5 billion in unsellable stock, and no e-commerce platform—highlight the significant challenges the company faces.

Results

Campaign Development

The public's widespread movement towards ethical and environmentally friendly shopping is fundamentally transforming the fashion landscape. Primark, in response to this shift, has revised its ethical guidelines and is actively transitioning towards producing clothing from more sustainable materials. Moreover, the company is advocating for conscientious consumerism by encouraging shoppers to make more mindful purchasing decisions overall.

This evolution underscores a broader trend where consumer preferences are increasingly influencing industry practices. Primark's commitment to sustainability not only aligns with these changing consumer expectations but also sets a precedent for other fashion brands to follow suit in adopting more responsible production methods. As a result, the fashion industry is experiencing a significant paradigm shift, where ethical considerations are becoming integral to shaping its future direction.

Challenge

Creative idea

We decided to transform Primark’s £1.5 billion worth of stock, originally destined for landfill, into stunning fashion installations showcased both inside and outside the brand’s UK stores, as well as in strategic city locations. By collaborating with artists to repurpose these garments, we will also initiate a lucky draw among voters, allowing our customers to participate by voting for their favorite installation. Customers who vote will have the chance to win a prize. Additionally, we will use this opportunity to gather data on the topic by asking participants to fill out a short questionnaire.

This initiative not only prevents waste but also engages the community in a creative and interactive experience. By turning surplus stock into art, we highlight the importance of sustainability in the fashion industry and demonstrate innovative ways to give new life to unused clothing. Through this competition, we aim to foster a deeper connection with our customers, encouraging them to appreciate the artistry behind the installations and the environmental impact of their choices.

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Kaarina Kaikkonen

Kaarina Kaikkonen studied at the Academy of Fine Arts between 1978 and 1983. She has become one of the leading artists of Finnish art thanks to her work in sculpture and installations. Alongside the monumental features of her works – always strongly imbued with the environmental and architectural elements surrounding them – there is also a core linked to the impermanence and frailty of materials somewhat pointing back to the frailty of human beings.

Hassan Sharif

Hassan Sharif (1951–2016) was an influential Emirati artist and writer, often called the father of conceptual art in the Gulf. He founded Al Marijah Art Atelier and inspired the next generation of UAE artists. His work is featured in major collections, including the Guggenheim (New York and Abu Dhabi), Centre Pompidou, Mathaf Arab Museum of Modern Art, Tate Modern, and Sharjah Art Foundation.

Guerra de la Paz

Guerra de la Paz is the creative duo of Cuban-born artists Alain Guerra (b. 1968) and Neraldo de la Paz (b. 1955). Based in Miami, they've collaborated since 1996. Their lush, multi-layered artworks blend tradition and experimentation, using ready-made materials to explore cultural, historical, and environmental themes.

Main creative idea

The central creative concept of the campaign was to seamlessly blend famous quotes with the campaign's specific objectives, making them relatable and impactful for the audience. This approach utilized clever copywriting to rework renowned quotes, infusing them with new meanings that aligned with the campaign's goals, thereby sparking curiosity and engagement. Complemented by strategic design, every visual element was chosen to enhance the quotes' impact and ensure they were recognizable and consistent across various contexts.

The campaign aimed to evoke positive emotions, inspiring and uplifting the audience to create a lasting impression. Bold, vibrant colors were used to ensure the campaign stood out in any environment, drawing attention and creating visual interest. By combining these elements, the campaign aimed to cut through the noise, capture attention, and drive engagement, ultimately reinforcing its objectives in a memorable and visually appealing manner.