George at Asda, an international children's and adult clothing retailer, recently launched a new back-to-school marketing campaign focused on the power of play, called 'Built for their Imagination.' The video underscores two crucial facts: firstly, the importance of playing for a children's development, and secondly, the lack of playtime children now receive compared to previous generations.
The campaign conducts a social experiment with parents and children that begins by having the parents trying to play while their children secretly watch. The "playing" is a little lackluster according to their kids, and the children then direct their parents on how to "properly" play via an earpiece. The video ends with both children and parents enjoying themselves playing for "the first time in a long time."
The Built for Their Imagination campaign is an authentic storytelling campaign that focuses on the personal development of both children and parents that will surely resonate with consumers.