Title	ARRIVE LIKE YOU MEAN IT
Brand	George at Asda
Product/Service	School uniform
Category	A06. Use of Original Music
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

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 confidence 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 addiction, the quality of home schooling was wildly different depending on the school. It’s no surprise that parents and kids were desperate to go back to school, (this time hopefully 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 broad 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.

Tell the jury about the creation of the original music track.

We wanted to harness the excitement of going back to school, giving kids the confidence that they’ll thrive. We believed music was the answer. A song that pumped them up, more than just a soundtrack, an anthem for getting back to normal. To reflect culture, and give a sense of togetherness, we turned to UK drill music. First we developed the lyrics in the staccato rhythms of the genre, landing George of ASDA’s key messages. Then we let our young rappers develop the words to fit their skill level and “flow” styles. Authenticity was paramount throughout, so we worked closely with producer KZ (a respected name in the scene) to create an archetypal sound, but with subtle nods to the school environment. It gained the admiration of music stars, DJs and presenters alike, and went viral on TikTok, and other social channels with no paid media.