The problem
In order to create a truly impactful ‘takeover’ of Primark stores, we needed to engage the ever-growing demographic of gym enthusiasts, capitalising on the record high number of people with gym memberships at the time. Our campaign was due to go into stores across the UK for Boxing Day.
The solution
We researched current fitness trends, graphic trends, consumer behaviour and combined our findings to create the concept for ‘Same Time Tomorrow.’ Our chosen route focuses on a combination of the ever growing ‘teamwork’ mantra with an underlying notion of fashion meets performance.
The result
The entire campaign was shot in Valencia with art direction included for both the main campaign and social elements. The photography and graphics were rolled out into the window displays and POS throughout Primark stores.
