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50th Birthday Celebration

On July 1st, 2019, Penneys/Primark celebrated their 50th birthday, a significant milestone for one of the most successful Irish businesses. To mark this milestone, we created and produced a series of activations across a two-week period.



Primark wanted to celebrate their 50th birthday in its Mary Street store – the first-ever Penneys store! Celebrations were to include some in-store surprise and delights, put staff and customers at the forefront of the campaign, and bring to life the #ThanksPenneys tagline. Primark wanted to work with some local influencers to further bring this campaign to life further.



Our approach focused on highlighting the impact Penneys has had on the lives of its staff and customers over the past 50 years. For the week preceding the birthday, we set up a big red chair and filming equipment in the main Mary Street window with a call to action to customers to share their Penneys stories with us. Across three days of filming, we were inundated with customers and staff joining our well-known hosts and interviewers James Patrice, Aideen Kate & Niamh Cullen.


On the 1st of July, the date of the birthday, we had music, balloons, photo frames, and plenty of sweet treats spread throughout the store for customers to enjoy as they browsed the latest bargains. We also replaced the red chair in the window with a 90” plasma showing all of the fabulous footage we had captured over the previous three days. It was lovely to see passers-by stopping, watching the footage, and chatting about their own Penneys stories. The screen lived in the window for a week after the activation.



Over 100 stories were captured across three days of filming. The top 19 stories were used to create a series of videos for online and internal use with the storytellers winning prizes galore! The branded Instagram frames were hugely popular resulting in the #ThanksPenneys popping up on social feeds all over the country. The donut walls, sweet carts, and popcorn machine were huge hits and the DJ provided lively beats allowing the customer to bop as they shopped!

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