Primark has launched a bold new campaign celebrating the power of great denim without the premium price tag, ‘In Denim We Can’. Created by global creative agency of record VCCP, the campaign is the first expression of Primark’s new brand platform ‘That’s So Primark’ in the UK. Directed by Grammy award-winning filmmaker Nadia Marquard Otzen through Academy Films, the spot was choreographed by acclaimed movement director Ryan Heffington. Set to a 1979 cover of ‘I Heard It Through The Grapevine’, by London-based, women-only ‘70s punk band The Slits, shows women dressed in Primark denim moving through their morning routine: waking up, brushing their teeth, getting dressed, leaving their homes and making their way across the city - moving with power, freedom and confidence. The result is a dynamic, dance-led visual celebration of the spirit you feel when denim fits just right: strength, resilience, and freedom of movement.
