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George at Asda launches new Back To School campaign

With children's imaginations taking centre stage

July 27, 2019 07:00am
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Today (Saturday 27th July) sees the launch of George at Asda’s brand new back to school campaign, 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 the school playground.

Working with an enthusiastic group of school children, the George ‘Class of 2019’ were asked 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’, which is seen in the 30 second TV advert. The group set about drawing the imaginary monsters they believed to be chasing them before they were brought to life by CGI and shown in the final version of the ad you will see on screen.

The campaign’s 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 a 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.

Andy Murray, Asda’s Chief Customer Officer, said: “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. From designing our animated monsters to telling us all about their favourite game, ‘Built for their Imagination’ is entirely inspired by the world of kids and not only brings out the George at Asda personality, but also showcases the quality, value and breadth of range of our back to school offering too.”

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.

Find out more from campaign manager Paige Martin here.

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