Primark challenged WaR to create a campaign that would raise awareness of their SS18 Activewear collection across eight regions (Italy, Spain, Portugal, Germany, UK, Netherlands, Ireland and France).


The Solution

In response, WaR designed and created a once in a lifetime, three-day trip to Iceland, inviting 25 well-known fitness and wellbeing influencers along to create content around the Primark products.

WaR planned and executed the event with a 'Back to Nature' focus and completely immersed the influencers in 3 days of activities and relaxing experiences that embody Primark's key messages of happiness, contentment and optimism. These activities included a HIT class, Yoga, Blue Lagoon, hiking through Lava Caves, as well as a pyjama party, movie night and much more! All events and activities were carefully curated in order to showcase Primark products; from pj's and homeware to activewear and outerwear.


The Result

As well as the creative concept, WaR managed all event logistics as well as product integration and influencer content.

500+ Content pieces

1 Branded Film + Social media edits

30m+ Total Audience

Results reflect a 65% increase against booked deliverables.