Play allows children to experience learning in a meaningful and purposeful way, all while stimulating their imagination and natural curiosity. However, we're in a time when parents playing with their children happens less frequently than previous generations. This is why, together with BBC Children in Need, George At Asda is championing the power of play.

As part of George at ASDA’s wider Back to School campaign ‘Built for their Imagination,’ which raised awareness around the power of play with BBC Children In Need, Be The Fox worked with creative agency MOFILM to design and produce an emotive social experiment film that captures the positive difference play makes in a child’s life in order to inspire and encourage parents to play with their children.

The filmed experiment, which featured across ASDA and BBC Children In Need’s digital, website and social channels, encouraged parents to embrace the joy of play by seeing it through the eyes and imagination of their children.

The 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.

Andy Murray, Asda’s Chief Customer Officer, said: “Our latest back to school campaign draws on the amazing imaginations of children and their limitless ability to bring to life the most creative ideas, games and characters. In a world which is saturated by technology, the film beautifully captures the positive difference play can make in a child’s life, and how happiness and enjoyment can be found in the simplest of ways.”