The My Kind of Wonderful campaign spreads some festive fun to Covid-weary audiences around the world.

Primark wanted to spread some festive cheer to its global markets.

Problem was, everyone celebrates the holidays differently. And this year, they might not feel like celebrating at all. Whatever country, culture or religion, the last thing anyone needs is pressure.

This year, Primark stands for rejecting the pressures of a perfect holiday.

They’re helping you to do, be, buy and give whatever it is you like. No rules, no standards. Just everything you need to create your kind of wonderful.