Asda's back-to-school ad features a CGI monster designed by a kid focus group

Traktor directs AMV BBDO spot made with input from children

Published On
Aug 06, 2019

Editor's Pick

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. 


Aug 06, 2019
Agency :
Client :
Senior Director Customer Comms George Fashion Home and Events :
Sara Bates
George Campaign & Content Manager :
Paige Martin
George Fashion & Home, Head of Creative :
Aisha Jakhura
Asda Senior Production Manager Food Comms :
Julia Miller
Food Comms Production Coordinator :
Amy Kennedy
Creative Director :
Alex Grieve
Copywriter :
Richard McGrann
Art Director :
Andy Clough
Agency Planner :
Sam Williams
Agency Planner :
Sam Guinivan
Agency Account Team :
Bobbie Gannon
Agency Account Team :
Anusha Subeathar
Agency Account Team :
Gemma Troup
Agency Account Team :
Rhe Petgrave
Agency Producer :
Verity Elvin
Agency Producer :
Lucia Fioravanti
Media Agency :
Production Company :
Production Company :
Director :
Sam Larsson
Xlab :
Anthony Eagle
Xlab :
Claire Gordon-Webster
Xlab :
Michelle Walton
Production Co. Producer :
Richard Ulfvengren
Post Production Company :
Electric Theatre Collective
Business Affairs :
Tony Price
Audio Post-Production :

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