Alex Grieve
Chief Creative officer (CCO) at AMV BBDO, London
London, United Kingdom
TitleBuilt for their Imagination
Campaign Built for their Imagination
Advertiser Asda
Brand George
Date of First Broadcast/Publication
Business Sector Children's Clothing
Story 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 fantastic 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.
Philosophy To kick off the creative process, we worked with an enthusiastic group of real school children, the George ‘Class of 2019’, and asked them 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’ 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.
Media Type Print
Post Production
Customer Director
Campaign Manager
Creative Team
Production Coordinator
Creative Director
Art Director
Strategic Planner
Account Management Team
Account Management Team
Account Management Team
Account Management Team
Agency Producer
Agency Producer
Media Agency
Production Company
Production Company
Audio Post Production

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