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Impero and Asda Ask Kids to ‘Arrive Like You Mean It’ in Grime Music Video

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TVC focuses on the pre-9am moment, before the first bell goes, on that first day back in September

Impero and Asda Ask Kids to ‘Arrive Like You Mean It’ in Grime Music Video

George at Asda has turned to independent agency Impero to land their sustainability credentials and inject a fresh new attitude into their Back To School campaign.

After a year of stops, starts and homeschooling research showed that 2021’s back to school moment symbolises much more than just the start of a new year. It is seen by many parents as the hopeful start of all of our post-covid lives - where above the good grades, the sporting achievements and other classic school pursuits -  parents more than anything else just want their kids to be full of confidence, personality, and own who they are. 

Arrive Like You Mean It has been designed to capture that positive energy and hope.

In the style of a grime music video and strictly featuring kids only, a 30-second TVC focuses on the pre-9am moment, before the first bell goes, on that first day back in September, when no matter who you are, what you’re into, or where you live, you can crash through those school gates with unfettered confidence and swagger that only kids can own.

Rapping to a track that was written and produced by Impero and Producer, KZ (who has worked with artists including Emeli Sandé and Professor Green), we see the kids brimming with confidence, reuniting with their squads and eager to show off their new-found skills; all whilst looking and feeling their best in George’s range of sustainably sourced uniforms. 

Production was handled by Armoury, Post Production by Cheat and Media by Spark. The One Off, rolled out the core campaign creative across retail, OOH, print and digital. TV and VOD will be live in Scotland from 12 July and nationally from 24 July.

Claudia Solano, Head of Creative George at Asda says: “Going ‘Back to School’ and seeing friends has more meaning than ever following 18 months of Covid lockdowns. Impero has perfectly captured the excitement kids will feel on this day, while also celebrating their exuberance and talents, with a uniform that will have them ready for whatever the year ahead has in store”.

Michael Scantlebury, Founder of Impero says: “As the nation’s favourite school uniform retailer, backed by their commitment to sustainability and the future, we believe George at Asda can do for Back to School campaigns what others have done at Christmas and truly own this cultural moment by capturing the mood of the nation year after year. This campaign does exactly that and we are excited to start the brand on this journey, beginning with such a significant new school year following the disruptions of the pandemic”. 

When asked about the casting process, Mr Yankey said: “When the brief came in it was essentially for a grime or drill music video essentially but with kids - and three of the roles were for kids who could rap. So it was important for me from the beginning that we did things properly and made it authentic. Especially after the last year, it’s been highlighted heavily is the way black culture works within our industry and it’s appropriated so heavily.” 

Mr Yankey adds: “We played with bringing more colours into it and talked about how we could maintain the drill aesthetic. We decided to shoot everything on wider angle lenses and from low angles - which allows the children to look empowered. Like the opening shot of Onyx looking down on you. You’re in their school playground, it’s their domain and where they thrive.”

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George at Asda Head of Creative: Claudia Solano

George at Asda Creative Content Assistant: Beth Henwood

Creative Agency: Impero

Executive Creative Director: Michael Scantlebury

Creative Director: Alastair Mills

Creative: Zara Bennett

Strategy Director: Charlotte Wilcocks

Business Director: Jon Mobbs

Senior Account Manager: Ginny Wilson

Senior Producer: Clare Thomson

Head of Design: Longbin Li

Production Company: Armoury

Production Company Producer: Sarah Mavity

Production Company Executive Producer: Matt Hichens

Production Manager: Robyn Warwick

Production Assistant: Leah Finegold

Director: Mr. Yankey

D.O.P: Rik Burnell

Focus Puller: Paul Dain

Location Manager: Ben Carter

1st Ad: Andrew Vanneck

Gaffer: Alex Edyvean

Production Design: Christopher Melgram

Wardrobe: Pia Woodvine

Hair & make Up: AJ Juttla

Choreographer: Kloe Dean


Post Production Agency: Cheat

Post Producer: Callina Pearson

Editor: Chris Hutchings

Online Editor: Tim Mellem

Colourist: Tim Smith

Music Composer and Producer: Kwame 'Kz' Kwei-Armah Jnr.

Lead Sound Engineer: Jonny Platt

Genres: Music performance, Comedy

Impero, Tue, 13 Jul 2021 12:39:00 GMT