George at ASDA launch new Back to School campaign by AMV BBDO

George at ASDA launch new Back to School campaign by AMV BBDO

Jul. 30, 2019

George at Asda launch brand new Back to School campaign developed by AMV BBDO, inspired by children’s fun and creative imaginations. ‘Built for their Imagination’ captures the genuine thoughtful, playful and humorous moments of play and takes the customer back to the days of theschool playground.

To kick off the creative process, we worked with an enthusiastic group of real school children, the George ‘Class of 2019’, and asked them to share their favourite 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.

Art Director Andy Clough said:

“We took the most popular themes, and used them to design a unique monster for the screen.”


The resulting 30 second film was directed by Traktor, 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 fantastic 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.

Creative Director Richard McGrann said:

“The ad had to make sense if you didn’t see the monster, but with the girl in its place. It got a resounding thumbs up."


The campaigns print and digital adverts also draw on children’s imaginations, sharing a glimpse into the inner thoughts, hopes and dreams of kids at school. So, when a climbing frame felt like Everest, or the school walk was the cat walk and keeping a clean shirt was NOT priority… these ads cleverly share various insights of the imagination, using real life examples that are representative of their age. Not only that, they also show off the quality, style and durability of the George school uniform, as well as key products from this year’s range.

The TV advert launches in Scotland on the 27th July and will be rolled out across the rest of the UK from Saturday 10th August.

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