The job:

To maintain position as the #1 school shop for parents and dominate the BTS peak

The Back to School category is a sea of sameness, an unrealistic portrayal of what being a kid in the UK looks like in a post-covid world. Too neat, too tidy, and way too well behaved. We wanted to create an advert that entered culture, told from the perspective of the kids themselves.

The work:

The first back to school advert to truly enter culture in a meaningful way

To win, we needed to get people talking about the advert, we needed a cultural hook. So we zeroed in on a seemingly forgettable part of the school day, the arrival at the school gates - but it's not forgettable for the kids, it’s the first time they get to flex their new skills, show off their latest fit and get the squad back together again after a long summer holiday. So we decided to take the arrival to new epic proportions with a full drill music video with the kids as the stars to show how you #ArriveLikeYouMeanIt:

Entering Culture:

98% of the coverage was through earned media, Nick Grimshaw talking about the campaign on his drive time show that goes out to an average of 5.11 million listeners per week as well as coverage on four of the biggest urban memes sites on instagram [Link Up TV, OfficiallyUrban, TheShadeBorough and imjustbait] with a total of 1,148,660 plays, 147,341 likes and 2,734 comments with ZERO media money spent

The results speak for themselves: 

Twitter was alive with praise throughout the campaign period, receiving over 28k mentions (and climbing daily). Most importantly, searches of school uniform increased by 63% in the week of launch compared to the previous week maintaining George’s #1 position in not just the category but for the first time on the cultural agenda too.