Primark How Change Looks

We were given the task of launching Primark’s new sustainability strategy, sounds tricky right? Nearing impossible? Not for OI!

We came up with a platform How Change Looks to represent this continuously evolving challenge.
A call to action in itself that lives over everything Primark and Primark Cares are doing to ensure affordable fashion is more sustainable for both planet and people.

The campaign covered everything from a bold film to instore displays, window take-overs in all major stores, social media content, inhouse rebranding and even the paper bags you see carried all over the high street.