In the first part of George at Asda’s back to school campaign, AMV BBDO put highlighted the brand’s premise is that there’s nothing like children’s imaginations by putting school uniforms to the test in a film that showed a game of hide and seek (aka, escape the monster) as seen through the imagination of the children involved.
Of course, the main aim of the campaign, Built for their Imagination, is to show that the brand’s school range is tough. It is, though, also about raising awareness about the power of play. And so, with Children In Need; content sourcing agency, Mofilm; and production team, Be The Fox, the brand has designed a social experiment that encourages parents to play with their children in a time where this is less frequent than previous generations.
The filmed experiment, which will feature across Asda’s digital, website and social channels and encourages parents to rediscover the joy of play by seeing it through the eyes and imagination of their children. The six-minute film shows four parents in a room with random objects being instructed to play by themselves. They all feel out of their comfort zone until they are given assistance through an earpiece by their children.
Mofilm selected Brighton-based production team, Be The Fox, from its 10,000 filmmakers – a team made up of parents themselves – to make the storytelling as authentic as possible.
Andy Murray, Asda’s chief customer officer, commented, “Our latest back to school campaign draws on the amazing imaginations of children and their limitless ability to bring to life the most creative ideas, games and characters. In a world which is saturated by technology, the film beautifully captures the positive difference play can make in a child’s life, and how happiness and enjoyment can be found in the simplest of ways.”
Lorie-Jo Trainor-Buckingham, executive creative producer at MOFILM added, “Play is the birthplace of creativity and fundamental in keeping our imaginative side alive. The films reveal many of the fears and worries that parents across the UK feel when confronted with playing but also demonstrates how easy and beneficial it is, not just for kids but for the parents too. Our hope is that it leaves the viewer feeling less alone with their fears, more confident and ready to let their imagination run wild when playing with their own children.”
Managing Director: Ryan Deluchi
Executive Creative Director: Lorie-Jo Trainor-Buckingham
Producer: Victoria Davis
Planner & CSU Director: Charlotte Dixon
Production company: Be The Fox
Director: Joe Large
Audio Post Production: Be The Fox
Post Production: Be The Fox
Chief Customer Officer: Andy Murray
Senior Director – Asda & George Campaign: Sara Bates
Senior Manager – George campaign & content: Aisha Jakhura
George Campaign & Content Manager: Paige Martin