Description
Primark launches 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.
‘In Denim We Can’ positions Primark as the go-to for great quality, stylish denim at incredible value this Autumn: from classic fits to on-trend tops, Primark’s new Autumn/Winter 25 collection starts from just £12. Rooted in the insight that the right pair of jeans has the power to transform your mood - and what you feel capable of - ‘In Denim We Can’ is a celebration of the fact that at Primark, you don't need to pay premium prices to get your hands on denim that makes you feel ready to take on anything the day might throw your way.
Building on the brand’s strong social-first, influencer-led strategy, this market-first fully-integrated campaign extends into mass-reach platforms such as TV, out-of-home, in-store, transport wraps and digital.
This professional campaign titled 'In Denim We Can' was published in United Kingdom in September, 2025. It was created for the brand: Primark, by ad agencies: Girl&Bear and VCCP. This 360°, Film, and Integrated media campaign is related to the Fashion industry and contains 1 media asset. It was submitted 3 months ago.
Credits
CAMPAIGN TITLE: In Denim We Can
CLIENT: Primark
ADVERTISING AGENCY: VCCP
MEDIA BUYING AGENCY: Publicis / Zenith
PR & EVENTS: Weber Shandwick, Momentum
MANAGING PARTNER: Bridget Limbrey
BUSINESS DIRECTOR: Danielle Shedletzky
SENIOR ACCOUNT DIRECTOR: Jess Ridley
SENIOR ACCOUNT MANAGER: Erin Kelly
ACCOUNT MANAGER: Millie Stockford
GROUP PLANNING DIRECTOR: Claire Strickett
PLANNING DIRECTOR: Connie Marshall
JUNIOR PLANNER: Wilfred Bentley
CREATIVE DIRECTOR: Nikki Lindman
CREATIVES: Katy Stanage & Alice Marani
JUNIOR CREATIVES: Niamh McBride & Rose Power
INTEGRATED PROJECT DIRECTOR: Hannah Wood
SENIOR INTEGRATED PRODUCER: Diana Turchi
AV PRODUCERS: Ant Borkett & Rosie Good
CREATOR/MOTION DESIGNER: Gabriele Wiedenmann
DIRECTOR: Nadia Marquard Otzen
PRODUCTION: Academy Films
EXECUTIVE PRODUCER : Darapen Vongsa-Nga
PRODUCER: Steve Overs
PRODUCTION MANAGER: Zoe A’Court
PRODUCTION ASSISTANT: Chirolles Khalil
DOP: Ben Fordesman
1st AD : Clara Paris
CASTING DIRECTOR : Mark Summers
CASTING: Plue Agency
CHOREOGRAPHER : Ryan Heffington
CHOREOGRAPHER ASSISTANT: Josh Lamb
WARDROBE STYLIST: Lorna McGee
PRODUCTION DESIGNER: Miha Ferkov
LOCAL PRODUCTION CO: Division
EXECUTIVE PRODUCERr: Rok Lunežnik
PRODUCER: Leila Mirah
LINE PRODUCER: Špela Bajc
PRODUCTION COORDINATOR: Nina Jesih
EDIT COMPANY: Final Cut
EDITOR: Darren Baldwin
ASSISTANT EDITOR: Carter Clarke
EDIT PRODUCER: Nikki Porter
SOUND DESIGN: 750mph
SOUND DESIGNER: Sam Ashwell
HEAD OF PRODUCTION: Olivia Ray
PRODUCER: Carla Thomas
POST: Electric Theatre Collective
COLOURIST: Luke Morrison
PRODUCER: Emma Hughes
PHOTOGRAPHER: Bettina Pittaluga
PHOTOGRAPHER'S AGENT: Charlotte Long
PHOTOGRAPHY PRODUCER: Zoe Rose-Davies
POST PRODUCER: James Ketterer
EDITOR/ANIMATOR: Brad Barauder
DESIGN DIRECTOR: Clary Vikstrom
DESIGNERS: Tegan Barnes, Dan Kearney, Ayesha Handy
STUDIO MANAGER: Sarah Philip
ARTWORKER: Giles Priscott
RETOUCHING: Stanley’s Post
HEAD OF PROJECT MANAGEMENT: Paul Stokoe
RETOUCHERS: Bertie Bollans, Phil Bedford, Joana Saramago, Millie Wallace & Jasmine Dyer
