Despite operating 480+ stores globally, Primark is still building awareness and consideration in the US market. And the opening of their New York City flagship in Herald Square, long considered as one of the fashion capitals of the world, represented the brand’s biggest opportunity for a proper re-introduction.  For us, this required more than traditional retail launch. Our strategy was simple: don’t launch a store,  launch a cultural moment. Rather than announcing Primark’s arrival, we set out to make New York feel like Primark had arrived. Rooted in the ambition to become additive to city culture, we developed a campaign designed to create anticipation, participation and visibility at every touchpoint. The idea became: WE’RE PAINTING THE TOWN BLUE. Transforming iconic New York moments through Primark’s unmistakable blue and turning the Herald Square opening into something impossible to ignore. Our integrated launch campaign was seen across OOH, social, experiential, influencer, PR, retail, and live activations, including an epic Met Gala hack that led to 14M+ OOH impressions alone, to turn Primark’s NYC flagship opening into an unmissable cultural moment.