# Emotional Play-Focused Ads George at ASDA Launched the 'Built for Their Imagination' Campaign By Grace Mahas | Published 2019-08-13 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/built-for-their-imagination References: [lbbonline](https://lbbonline.com/news/george-at-asda-celebrates-the-power-of-play-with-emotive-social-experiment/) & [asda](https://www.asda.com/?se) George at Asda, an international [children's and adult clothing retailer](https://www.trendhunter.com/trends/asda-you-buy-we-donate), recently launched a new [back-to-school marketing campaign](https://www.trendhunter.com/trends/asda-checkout-challenge) 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](https://www.trendhunter.com/trends/amazon-boxes) that focuses on the personal development of both children and parents that will surely resonate with consumers. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 20% | Activity: 47% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Key Themes Behind This Trend - **Authentic Storytelling:** Creating marketing campaigns that tell authentic stories about personal development can resonate with consumers and create emotional connections. - **Importance of Play:** Highlighting the importance of play in a child's development can lead to opportunities for disruptive innovation in industries related to education, toys, and child care. - **Experiential Advertising:** Using immersive and interactive advertising experiences, like social experiments, can captivate consumers and create memorable brand engagements. ### Where This Applies - **Education:** The education industry can explore innovative ways to incorporate play into learning environments and curriculum to enhance children's development. - **Toys:** The toy industry can develop innovative toys and games that promote imaginative play and facilitate interactions between children and parents. - **Child Care:** The child care industry can incorporate play-based learning approaches and create new services that address the lack of playtime in children's lives. ## Related on Trend Hunter - [Imaginative Children's Holiday Campaigns](https://www.trendhunter.com/trends/childrens-holiday-campaign.md) - [Expressive Gaming Campaigns](https://www.trendhunter.com/trends/monopoly-campaigns.md) - [Emotional Holiday Campaigns](https://www.trendhunter.com/trends/john-lewis-2025.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Playful Expression Campaigns](https://www.trendhunter.com/trends/build-big-feelings.md) - [Pet Play-Centric Campaigns](https://www.trendhunter.com/trends/playtime-campaign.md) - [Playtime-Encouraging Toy Capsules](https://www.trendhunter.com/trends/art-of-play.md) - [Reimagined Building-Block Campaigns](https://www.trendhunter.com/trends/she-built-that.md) - [Parenting-Inspired Furniture Campaigns](https://www.trendhunter.com/trends/proudly-second-best.md)