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:
