George at Asda has turned to independent agency Impero to land its sustainability credentials and inject a fresh new attitude into its Back To School campaign.
After a year of stops, starts, and homeschooling research showed that 2021’s back to school moment symbolises much more than just the start of a new year. It is seen by many parents as the hopeful start of all of our post-covid lives - where above the good grades, the sporting achievements and other classic school pursuits - parents more than anything else just want their kids to be full of confidence, personality, and own who they are.
In the style of a grime music video and strictly featuring kids only, a 30-second TVC focuses on the pre-9am moment, before the first bell goes, on that first day back in September, when no matter who you are, what you’re into, or where you live, you can crash through those school gates with unfettered confidence and swagger that only kids can own.
Rapping to a track that was written and produced by Impero and Producer, KZ (who has worked with artists including Emeli Sandé and Professor Green), we see the kids brimming with confidence, reuniting with their squads and eager to show off their new-found skills; all whilst looking and feeling their best in George’s range of sustainably sourced uniforms.
George at Asda Head of Creative: Claudia Solano
George at Asda Creative Content Assistant: Beth Henwood
Creative Agency: Impero
Executive Creative Director: Michael Scantlebury
Creative Director: Alastair Mills
Creative: Zara Bennett
Strategy Director: Charlotte Wilcocks
Business Director: Jon Mobbs
Senior Account Manager: Ginny Wilson
Senior Producer: Clare Thomson
Head of Design: Longbin Li
Production Company: Armoury
Production Company Producer: Sarah Mavity
Production Company Executive Producer: Matt Hichens
Production Manager: Robyn Warwick
Production Assistant: Leah Finegold
Director: Mr. Yankey
D.O.P: Rik Burnell
Focus Puller: Paul Dain
Location Manager: Ben Carter
1st Ad: Andrew Vanneck
Gaffer: Alex Edyvean
Production Design: Christopher Melgram
Wardrobe: Pia Woodvine
Hair & make Up: AJ Juttla
Choreographer: Kloe Dean
Post Production Agency: Cheat
Post Producer: Callina Pearson
Editor: Chris Hutchings
Online Editor: Tim Mellem
Colourist: Tim Smith
Music Composer and Producer: Kwame 'Kz' Kwei-Armah Jnr.
Lead Sound Engineer: Jonny Platt