The Challenge

Bring excitement and awareness to NYC and the surrounding boroughs surrounding the opening of Primark’s newest USA store in Brooklyn, NY.

The Execution

Local New Yorkers got the opportunity of a lifetime to join the Primark Brooklyn Launch Campaign by helping the brand create real New York photo shoots all over the city.

Four times throughout the month leading up to the store opening, we took our completely custom fabricated Primark Mobile Closet on the road to execute these photoshoots. Consumers entered the mobile closet to be styled by local New York celebrity Stylist Jamie Frankel in the most fashion forward Primark trends. After adding accessories or fully changing into a Primark look, consumers and contracted influencers alike were toted around iconic Brooklyn landmarks for a full photoshoot with SI photographer, Taylor Ballantine. By posting their favorite shots from the photoshoot to instagram and tagging Primark, they were entered for a chance to be a part of the Brooklyn store’s guerrilla art campaign.

The photos selected were used around the city with guerrilla placement to promote the new store: spotlighting Primark’s range of fashions and the local everyday New Yorkers who wear it.

Contracted influencers were also on site to promote the opening.

The Strategy

Primark offers affordable and accessible fashion for everyone. What better way to get the word out that Primark has come to Brooklyn than utilizing the many different PRIMARK customers from all walks of life to advertise the many fashion choices available at the new store?

From this concept, the My Brooklyn, My Primark campaign was born.



IRL Unique Impressions