Asda
Campaign Concept|Art Direction|Copy
As the creative lead on the Asda account, I've worked on the overall transformation of the brand's approach to social. In tandem with this overhaul, I also more specifically worked on the Christmas campaign to help launch their TVC, creating a moment that extended the longevity of the ad and stand out from other supermarket competitors from a storytelling POV.
Gnomes on the Roam
Asda's Christmas TVC was all around their infamous garden gnomes, who were being drafted into store to help save Christmas. Our approach was to extend this story, having our gnomes wreak helpful havoc in stores and across social, bringing back some of the magic of Christmas.
To tease the ad, we captured fake UGC and in store CCTV footage, documenting the gnomes help prep us for Christmas - throwing things off shelves, teasing dates in the frost of a freezer or building a ladder made of bean tins to help clear shelves. We wanted everything to feel like the gnomes were being caught in action, so their identities were kept a secret until the launch of the TVC itself.
To tease the ad, we captured fake UGC and in store CCTV footage, documenting the gnomes help prep us for Christmas - throwing things off shelves, teasing dates in the frost of a freezer or building a ladder made of bean tins to help clear shelves. We wanted everything to feel like the gnomes were being caught in action, so their identities were kept a secret until the launch of the TVC itself.
To Launch the TVC, we wanted our gnomes to go one step further, so we started to create content that looked like the gnomes had started to take over Asda's accounts, and from their cobbled together control room in one of the aisles, had leaked the ad so we could get in the Christmas Spirit early.
Team: Katie Drew, Molly Tomlinson, Anshula Bichu, Elle Bracher, Temi Adedoyin, Kelsey Black, Will Porter, Luke Bolus, Sam Walker