We collaborated with the creative agency Impero to further develop the concept, with director Mr Yankey and music producer, KZ. We oversaw the full production, including child casting and securing child licenses.
"The ad got traction on BBC radio 1, and the track was played to 1 million + listeners"
What We Did
After a hugely disrupted school year during covid-19 outbreak, the return in Autumn 2021 was going to be a big deal.In a category of fierce competition, we needed to make George at ASDA stand out.We collaborated with agency Impero to grow a seed of an idea into something bigger and better - instead of releasing just a TVC, we created an anthem for getting back to normal. Performed and co-created by the cast, we dropped it like a music video and let the internet take ownership.Our 'school kid rap group" was at the centre of our comms. The campaign led on TV with our mini-music video, introducing our key characters, and of course their choice of school wear).They became the faces of the supporting in-store materials, social content, print and supporting online content, including lyric videos, micro-pop vid bumpers, and more.
Impact
- 29% growth in online sales
- Positioned Asda George as the #1 spot in
the back to school market - 20 Million+ impressions across Instagram, Tiktok and Twitter
- 11K+ organic impressions on Tiktok alone
- The ad got traction on BBC radio 1, and the track was played to 1 million + listeners
- 'A Campaign That understood the mood of the nation’ - Adweek.
Awards
- Retailer Category at British Arrows (Won Silver)
