George At Asda - The Power of Play

As part of George At Asda's wider Back to School campaign ‘Built for their Imagination,’ which raises awareness around the power of play with 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.

Directed by Be The Fox’s Joe Large, the short film inspires and encourages parents to play with their children in a time where this is less frequent than previous generations.

The filmed experiment, which featured across Asda and 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.