By Gillian West

Primark has launched a lingerie campaign ‘For every side of you’ in time for Valentine’s Day.

Designed and produced by The One Off the concept came from a brief to showcase the full extent of the retailer’s offering.

The campaign features three different models and their alter ego in a day to night scenario allowing Primark to be sexy, sweet and seductive in the same window display.

Shot on location in London the in-store creative is complimented by a cinematic digital push that uses camera trickery to sell the campaign as a tale of two halves.

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Source: The Drum