Value fashion retailer Primark has launched its first brand campaign in the US, entitled ‘That’s So Primark.’ ‘That’s So Primark’ is an extension of the brand’s global creative platform with an aim to educate Americans on what it means to be “so Primark.” Created in partnership with creative agency, VCCP, the brand awareness campaign is rooted in two hero films. ‘Window with a View’ features alternating close-ups of two women as their faces draw closer and closer to the camera with each alternating shot. Finally, their faces smash into glass, and the full image comes into view. The women stand side by side before a Primark store, admiring the pieces behind the window rather than each other. Other women join them, longingly looking at the outfits. ‘Fall Again’ echoes that same anthem as a woman shops in a Primark store, the music swelling as she spins around the aisles with a striped sweater, followed by a slew of other pieces.
Research and support charity Breast Cancer Now has appointed The Kite Factory to oversee its media planning and buying following a competitive pitch. The agency has been tasked with collaborating with BCN’s brand and fundraising teams to unify its media approach and improve marketing effectiveness and performance for all campaigns across the charity.
Navigator Papers recently announced a multi-year collaboration with Procter & Gamble to introduce a Flash Kitchen Roll. Navigator Papers has now appointed independent media agency Roast to deliver media planning, buying, and activation services for the launch of the kitchen roll.
Fantastic Media, a West Yorkshire-based integrated marketing agency, has partnered with Huddersfield Town AFC to create a new brand identity for the club, underpinned by the campaign ‘Everything Together.’ Inspired by a fan survey involving over 350 participants and featuring a seven-figure investment to engage both existing and lapsed fans and wider stakeholders, the campaign is built on the messaging that everyone is an important voice in the success of the club. The ‘Everything Together’ launch campaign will feature extensive out-of-home advertising including National press ads, 48-sheet billboards, digital screens, lamp post banners and building takeovers to be rolled out ahead of the season start and the club’s first League home fixture on August 17. Other activations include a stadium overhaul, a training complex upgrade, and academy enhancement.
Independent brand agency Bulletproof has unveiled a new brand strategy and platform: Create Desire Through Disruption. Bulletproof’s offering is said to tackle client challenges around Growth, Standout, and Fandom, through its expertise in insight, innovation, strategy, design, copywriting, digital, and more. The agency is investing in a dedicated innovation programme, ‘Return on Ideas.’ It has also made strategic appointments including Sonia Abdipour, Global Head of Innovation, previously at The Kraft Heinz Company; Stefanie Kubanka, previously at Havas and IPG, as Managing Director in North America; and Sara Cobaugh and Greg Eckelman as Senior Strategy Directors, joining from Butchershop and Grey, respectively.
Dubai-based adtech agency The GenX Media has partnered with Dubit, which creates digital gaming experiences, to launch a range of Roblox media products and services in the MENA and APAC regions. Dubit has built Roblox campaigns for brands including Adidas, Unilever, and H&M. This new partnership with The GenX Media allows MENA and APAC brands and agencies to work directly with the UK-based studio.
