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George at Asda Celebrates the Power of Play with Emotive Social Experiment

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Be The Fox works with creative agency MOFILM to capture the positive difference play makes in a child's life

George at Asda Celebrates the Power of Play with Emotive Social Experiment

As part of George at Asda’s wider Back to School campaign, ‘Built for their Imagination,’ which raises awareness around the power of play with Children In Need, Be The Fox worked with creative agency MOFILM to design and produce a social experiment. 

Directed by Joe Large, the short film inspires and encourages parents to play with their children in a time where this is less frequent than previous generations.


The filmed experiment, which will feature across Asda’s digital, website and social channels, encourages parents to embrace the joy of play by seeing it through the eyes and imagination of their children.