ASDA by George’s brand new Back to School campaign developed by AMV BBDO, London, is inspired by children’s fun and creative imaginations.
The AMV BBDO team kicked off the creative process by connecting with an enthusiastic group of real school children, the George “Class of 2019,” and asked them to share their favorite 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. “We took the most popular themes, and used them to design a unique monster for the screen” said art director Andy Clough.
The resulting 30 second film was directed by Traktor via production house Stink, 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 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. “The ad had to make sense if you didn’t see the monster, but with the girl in its place,” said creative director Richard McGrann, "it got a resounding thumbs up.”
CreditsClient George Fashion/ASDA by George Back To School Agency AMV BBDO, London Alex Grieve, creative director; Richard McGrann, copywriter; Andy Clough, art director; Verity Elvin, Lucia Fioravanti, producers. Production Stink/Traktor Sam Larsson, director; Richard Ulfvengren, producer. Postproduction Electric Theatre Collective Audio Post Wave
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More