Primark is launching its activewear collection, Primark Form, with a new campaign designed to skewer the seriousness of the world of activewear and prove consumers do not have to pay seriously high prices to get seriously great kit.
Created by VCCP, “That’s Kinda Game-Changing” follows on from recent campaigns, “The Get Away” and “Shockingly Chic” and is the latest chapter of the “That’s So Primark” brand platform.
The campaign sits within the brand’s wider strategy to attract style-conscious shoppers and strengthen Primark’s reputation for style, quality and great prices, establishing itself as the ultimate value disruptor.
The new activity aims to help Primark establish itself as a trusted go-to for great activewear at the value prices, so customers are ready to rise to the challenge of even the toughest workout.
In playful Primark spirit, the campaign subverts the trope-filled world of sports ads, bringing to life the idea that when you pay just £10 for quality activewear that supports your workout, it feels like a game-changing bargain.
The film satirises the overly serious world of sports ads, adding Primark’s attitude to stand apart from competition.
Directed by Andreas Nilsson through production company Biscuit Filmworks, in collaboration with VCCP’s global content creation studio Girl&Bear, the film is set in a brutalist concrete backdrop and soundtracked by a violin cover of Benny Bonasi’s Satisfaction.
The 30″ film features women wearing Primark Form, the retailer’s new activewear sub-brand, whose workouts are interrupted when the dark and gritty world of stereotypical sport ad drops in around them. With a cheeky, knowing look to the camera, the women seem to say “whatever” – they’re not buying into the trope, or the try-hard male voiceover narrating their actions.
The campaign world extends into dynamic photography, shot by Pascal Schonlau and social films by Charlotte Croft featuring confident and athletic women amused, knowing looks to the camera. This photography can be seen across OOH, DOOH and social. The campaign was ideated by VCCP creatives Jake Wiseman and James Ginn.
Girl&Bear has managed the project from start to finish overseeing strategic and creative development, design development, production and post-production across all aspects of the campaign, including in-store retail assets. Media strategy and buying managed by One Publicis Primark.
OOH will run across the country, including in gyms, health clubs and key running and marathon routes, placing the brand directly into the environments where people are training and getting active.
Audio will build on these moments of movement, with Primark appearing across popular sports and fitness podcasts to reach audiences while they travel and train.
The campaign will also see Primark partner with Men’s Health and Women’s Health, bringing trusted fitness voices and expertise into the conversation and reinforcing Primark’s credentials in activewear.
SocialChain is leading the rollout of organic social end-to-end for the campaign.
Primark marketing director Wendy Duggan said: “With Primark Form, we wanted to challenge expectations of what high-performance wear can look like and how it is often overpriced.
“This campaign celebrates the feeling of expecting the unexpected, knowing you’ve not paid above the odds for performance pieces that support your workout at a price you can’t quite believe.
“With Primark Form, we wanted to showcase performance activewear designed to rival specialist sports brands – without the premium price tag. This campaign celebrates that feeling when others underestimate you, and you know you’ve got high-performing kit that supports your workout at a price you can’t quite believe.”
VCCP creative director Nikki Lindman added: “Are you even working out if you’re not in a oh-so-serious black and white world, with dramatic choreography, being egged on by an omnipotent, rousing voice over? If you’re wearing Primark while doing it, then yes, you are. Serious sportswear doesn’t need to feel so serious when you’re not paying silly prices for it. And we just proved it.”
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