Primark has kicked off its Christmas push with a pan-European window, digital and PR campaign promoting its party wear.
The ‘What a Christmas’ activity was developed by ODD. The agency was awarded the brief earlier this year – having previously worked on a project basis – following a competitive pitch against The One Off and The Bureau.
On social, ODD has created a series of short films which will run across Facebook, Instagram and YouTube, as well as Primark's in-store screens.
Catherine Reynolds, fashion PR director at Primark said that the agency’s work on the Autumn ‘Adventure Awaits’ campaign was well received and hiring ODD has come at "an exciting time of growth for our brand."
She added that Primark is on track to deliver a 17 per cent year-on-year sales hike in 2014 and will make its first push into the US next year with a flagship store in Boston.
ODD is set to oversee all subsequent campaigns for 2015.