THE ASK: To raise awareness of the power of play as part of George at ASDA's wider Back to School campaign, ‘Built for their Imagination', in partnership with Children In Need.
THE ANSWER: We designed and created an authentic and emotive social experiment film to encourage parents to play with their children in a time where this is less frequent than previous generations.
Our short film shows four parents in a room with random objects being instructed to play by themselves. They all feel out of their comfort zone until they are given assistance through an ear piece by their children. The instructions from the children shift the parents’ approach, giving them confidence to play.
The filmed experiment was made for ASDA’s digital, website and social channels, and encourages parents to embrace the joy of play by seeing it through the eyes and imagination of their children.