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ASDA: Built for Their Imagination

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Saturday 27th July saw the launch of George at Asda's brand new Back to School campaign developed by AMV BBDO. The new film, which plays off the 'Built for Their Imagination' slogan, is inspired by children's fun and creative imaginations, capturing genuine thoughtful, playful and humorous moments of play and taking the customer back to the days of the school playground. The resulting 30-second film was directed by Traktor, with Electric Theatre Collective providing the post and animation on the monster. The film sees a group of school 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. To our surprise, the monster 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.'
Credits Other credits

Planner: Sam Williams, Sam Guinivan

Account Team: Bobbie Gannon, Anusha Subeathar, Gemma Troup, Rhe Petgrave

Media Agency: Blue

Post Production Company: Electric Theatre Collective

Audio Post Company: WAVE

Business Affairs: Tony Price

Campaign Manager: Paige Martin (George Campaign & Content Manager)

Head of Creative: Aisha Jakhura (George Fashion & Home)

Senior Production Manager: Julia Miller (Food Comms)

Campaign Manager : Paige Martin (George Campaign & Content Manager)

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