Primark has become a phenomenon: opening new stores every ten days in Europe and increasing their staff by thousands over a few years. Recruitment was therefore a continuous challenge.
Primark needed a film that sold the company as an exciting, rewarding place to work. Titled "Everyday...is an extraordinary day", the film captured the excitement, fun and hard work that went into working at Primark. And, by following a garment from idea to store sale the programme helped explain the buisness and its processes.
Success: Primark ordered seven thousand five hundred DVDs, a cut down version for press events and they commissioned a Spanish commercial based on this production.