Title | ARRIVE LIKE YOU MEAN IT |
Brand | George at Asda |
Product/Service | School uniform |
Category |
A06. Use of Original Music |
Entrant
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IMPERO DESIGN LTD London, UNITED KINGDOM
|
Idea Creation
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IMPERO DESIGN LTD London, UNITED KINGDOM
|
Media Placement
|
SPARK FOUNDRY London, UNITED KINGDOM
|
PR
|
ASDA George Lutterworth, UNITED KINGDOM
|
Production
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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
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.