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George at ASDA: Slay It
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Creative agency Impero announces the launch of 'Tis the season to slay it', George at ASDA's first standalone Christmas partywear campaign. In order to position themselves as a credible player within the high street fashion landscape this Christmas, George looked to do something different from the usual Christmas ad and instead tap into a meaningful insight, whilst still celebrating the season. The resulting campaign is a celebration of New York Ball Culture, a loud and proud counter-cultural phenomenon rooted in necessity and defiance. Impero’s master film sees the lead character Jabarri, enter a traditional British pub at Christmas. Knowing how society sometimes receives gender non-conforming and trans people, Jabarri visibly becomes worried about the sparkling outfit they had initially loved. Then, fortified by music and an inner confidence, they push through the feared judgement and discomfort and dance their way into changing the whole atmosphere in the pub, to one of complete inclusivity and celebration. In the words of the campaign - they "Slay it”.
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