High street retailer Primark has engaged design agency The One Off to create the in-store and online launch campaign for Primark Denim Co.
Featuring the campaign line Rhythm + Blue the creative uses photography to show models of all ages wearing pieces from the core denim range. A digital version of the campaign imagery uses music from up and coming band The Struts and features the models ‘rocking out’ to the music, with the younger cast members using guitars and drum kits.
In addition to the digital and online activity, the range will also be promoted via a full window campaign and in-store POS, aiding customer navigation across the entire range.