London agency AMV BBDO turned to design input from kids for a new back to school ad for its client Asda.

Promoting the retailer's George at Asda clothing label, the spot features a little boy in a game of tag with a CGI monster in the playground. (Spoiler: the monster turns out to be a girl.)

To kick off the creative process, the agency worked with a group of real school children 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". “We took the most popular themes, and used them to design a unique monster for the screen” says art Director Andy Clough.

The resulting 30 second film was directed by Traktor, with Electric Theatre Collective providing the post and animation on the monster. The spot has already debuted in Scotland, where school starts earlier, and will be rolled out across the rest of the U.K. from August 10.