With over 1/3 of school children in the UK dressed by George at ASDA, the ‘back to school’ period represents a huge time of year for the retailer. With an ATL campaign focusing on the great value of the clothes, MOFILM was tasked with creating deeper engagement with parents across Britain with a film that celebrated the power of play.
With creative freedom at the heart of the process, we sourced film treatments from 16 UK-based parents that ranged from CGI to social experiments as we sought to canvas an array of different approaches to storytelling.
Collaborating with parents to get an intimate and authentic understanding of the role play has in their lives as a mum or dad
Opening up the creative process to a variety of different creative approaches to explore the many different ways we could tell George’s story
The final commissioned film was endorsed by BBC Children in Need as part of their ongoing partnership with George, and most importantly receiving plaudits from parents across the UK