Primark, the leading high street fashion retailer, wanted a social media post to promote their Primark Cares range which is made from sustainable materials and encourages the practice of upcycling in everyday wardrobes. The objective was to create a compelling and informative Instagram post that highlights the benefits of upcycling and inspires people to give it a try. The campaign aims to promote sustainable fashion choices, emphasizing the importance of maximizing the use of existing garments in one’s wardrobe.