Liverpool agency "breaks tradition" for Primark's Jubilee campaign

Charlie Spargo's picture
by Charlie Spargo

Primark's recent Jubilee campaign - which ran online throughout the celebration weekend as well as in stores nationwide - has been created by Continuous.

Liverpool-based Continuous, which is part of the Uniform Group alongside Uniform and creative agency Somewhere, launched it with the theme of 'celebration nation'.

Intended to break with traditions at a time looking back at 70 years of British history, it took inspiration from some other British cultural institutions like the Sex Pistols where many other brands were going down a more conventional route.

Richard Pay, Head of Creative at Continuous, said: "We wanted to make this a celebration for everyone - for those celebrating the Queen and those just celebrating a four-day weekend."

Brand consultancy Continuous works with Primark as its global lead creative agency, as well as supporting innocent, Amtico and Ideal Standard.

See the visuals from the campaign below:

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