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Asda: Arrive Like You Mean It by Impero

Agency: Impero
Client: Asda
Date: Jul 2021
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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

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