How do you make one word memorable?

That was the challenge behind Primark’s latest radio campaign.
Commissioned by Girl & Bear and VCCP, A-MNEMONIC created a retro soul-inspired jingle built around a single vocal hook: “Iconic”.

Finding the right voice was everything.
Vocalist Molly J brought the warmth, power and attitude the campaign demanded, helping transform one word into a distinctive musical signature.
After developing multiple creative routes and recording English, Spanish and Catalan versions, the finished jingle is now on air across the UK, Ireland and Spain.

Vocalist: Molly J
Composer: BK
Production: A-MNEMONIC