Continuous x Primark: Christmas campaigns past and present

This December, we're rolling back the clocks to look back at some of our favourite Christmas campaigns for Primark.

Over the years, we've worked on a number of holiday campaigns with the retailer, taking on a series of global challenges from the pandemic to the financial crisis.

The campaigns outlined below were all created to offer something more to connect to during the Christmas season – whether it's a sense of belonging, relief, or a warm, fuzzy feeling of festive nostalgia.

My Kind of Wonderful (2021)

After Christmas 2020 was ruined by the pandemic, the following year, Primark wanted to spread a little festive cheer to its global markets.

The problem was, everyone celebrates the holidays differently. And, in 2021, many of us weren't in the mood to celebrate at all.

Our My Kind Of Wonderful campaign rejected the typical pressures of the holiday season and encouraged us all to enjoy the season in our own authentic way – whether that's by having a low-key Christmas at home or maxing out the celebrations with big, festive extravaganzas.

The campaign encouraged everyone to do, be, buy, and give, whatever they like this year –?no rules, no standards.

And for shoppers to create their kind of wonderful – whatever that may have been – they'd find everything they'd need at Primark.

Click here to watch the brand film.

The Season's Worst-Kept Secret (2022)

Following previous year's social and economic climate, Christmas 2022 was also set to be a dismal one, to say the very least.

In a time of ‘permacrisis’, with the pandemic pushing us into a cost-of-living debacle unlike anything we’ve ever seen, how could Primark show off its extensive holiday offering without encouraging over-consumption?

The Season’s Worst-Kept Secret highlighted Primark’s desire to turn the year’s feeling of dread into one of relief, showing that maybe it is possible to celebrate the holidays without breaking the bank.

By having a solid strategy and an idea with legs and ample outputs, it launched on November 1 –?clearly, they just couldn’t keep it to themselves!

Click here to view the full campaign.

It's Here! (2023)

Moving to the present day, the ongoing holiday campaigns turns shoppers' attention to that first day of Christmas feeling.

Whether that's that first day of Christmas song on the radio or the first time you see a sprinkling of snow.

Primark wanted to get savvy shoppers to think of the brand first this season by connecting it to their first day of Christmas, leaving them with the feeling of comfort and joy.

'It's Here!' uses retro art direction in our photography and film to land that feeling of a nostalgic Christmas universal to us all.

The final result was described by the client as their ‘best ever Christmas campaign’, an indication that the first-day feeling was felt by their team as much as their customers.

Click here to view the full campaign.

If you'd like to learn more about our brand work or speak to a member of our team, email Alice at [email protected]