ASDA by George’s brand new Back to School campaign developed by AMV BBDO, London, is inspired by children’s fun and creative imaginations. 

The AMV BBDO team kicked off the creative process by connecting with an enthusiastic group of real school children, the George “Class of 2019,” and asked them to share their favorite playground game, with the unanimous decision being tag. They were then tasked with sharing their creative input to design a tag “monster” so that it was not only kid-friendly, but true to something they’d imagine. “We took the most popular themes, and used them to design a unique monster for the screen” said art director Andy Clough.

The resulting 30 second film was directed by Traktor via production house Stink, with Electric Theatre Collective providing the post and animation on the monster.

In the film the kids run and hide in an active game of tag, putting their George uniforms through their paces, until one boy is tagged by the monster built by the children’s imaginations (and some animation). To our surprise, the monster then turns into a girl who gleefully runs off as the boy transforms into another monster to continue the game. We realise we’ve been watching a playground game through the vivid imagination of the children, summed up by the end line, “Clothes Built For Their Imagination.”

When the film was completed, a panel of children was consulted to ensure that the monster was something they’d imagine and the game was true to something they’d play. “The ad had to make sense if you didn’t see the monster, but with the girl in its place,” said creative director Richard McGrann, "it got a resounding thumbs up.”

Credits

Client George Fashion/ASDA by George Back To School Agency AMV BBDO, London Alex Grieve, creative director; Richard McGrann, copywriter; Andy Clough, art director; Verity Elvin, Lucia Fioravanti, producers. Production Stink/Traktor Sam Larsson, director; Richard Ulfvengren, producer. Postproduction Electric Theatre Collective Audio Post Wave

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