ARRIVE LIKE YOU MEAN IT

TitleARRIVE LIKE YOU MEAN IT
BrandGeorge at Asda
Product/ServiceSchool uniform
Category A01. Consumer Goods
Entrant IMPERO DESIGN LTD London, UNITED KINGDOM
Idea Creation IMPERO DESIGN LTD London, UNITED KINGDOM
Media Placement SPARK FOUNDRY London, UNITED KINGDOM
PR ASDA George Lutterworth, UNITED KINGDOM
Production IMPERO DESIGN LTD London, UNITED KINGDOM
Production 2 ARMOURY London, UNITED KINGDOM
Post Production CHEAT London, UNITED KINGDOM
Additional Company ASDA George Lutterworth, UNITED KINGDOM
Credits
Name Company Position
Michael Scantlebury Impero Executive Creative Director
Alastair Mills Impero Creative Director
Zara Bennet Impero Art Director
Clare Thomson Impero Agency Producer
Ato Yankey Armoury Director
Kwame 'Kz' Kwei-Armah Jnr. Freelance Music Producer
Jon Mobbs Impero Business Director
Charlotte Willcocks Impero Head of Strategy
Ginny Wilson Impero Senior Account Manager
Longbin Li Impero Design Director

Write a short summary of what happens in the film

In the style of a UK Drill music video and strictly featuring kids only, this ad focuses on the pre-9am moment, 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 like only kids can. We open on a young girl, stepping through with the style of a global superstar rapper, spitting the first bars of the George Back to School ad with an energy that drives the film forward. As the film continues we move through the playground, meeting other school kids who pick up the rap, singing about the fresh new school gear they have for their first day back to school, what they plan to do, and the positive attitude they’ll bring to the new school year.

Cultural / Context information for the jury

In the UK, going back-to-school for the new academic year is a big moment for children and parents alike. However, like many other countries, British schools had been blighted by 18 months of closing, reopening and closing again. In addition, the quality of homeschooling was wildly different depending on the school. It’s no surprise that parents and kids were desperate to go back to school, (this time they hoped, with no more interruptions). UK Drill is a style of music influenced by the US and re-invented with a very British sound. It’s a style of music that prides itself on authenticity and loyalty. It’s growing in broader popularity and tends to be created and delivered by large groups of young people. Their music video style tends to feature these groups in gritty, real-life locations.