ABOUT

George at ASDA is the number 1 provider of school uniforms in the UK – but they weren’t acting like it. They looked like the entire category, and the entire category looked the same. They didn’t want any part of it, especially as this was the first proper post-lockdown BTS moment. It was time to inject something
fresh and fun.

After 18 months of Covid, this was the most important back to school moment for kids and parents, ever.

We spoke to parents across the nation to find out what it meant to them. This is what they told us:
Through a year of stops, starts, Zoom classrooms and homeschooling, parents wanted their kids to return to school better and happier than ever before; to make this an opportunity to reboot and be the best versions of themselves. To worry less about perfect grades and perfect appearances. After Covid, parents wanted their kids to thrive with absolute confidence.

'Arrive Like You Mean It’ distills this confidence into one moment; the first morning back when kids across the country crash through the school gates to begin the new year (and the rest of their lives) with the unfettered confidence, swagger and individuality.

To capture the confidence and swagger of the moment, we commissioned prominent music producer KZ, found the country’s most talented kids and took 
Back To School advertising to new epic proportions with a full-on drill music video where the kids are the stars, and there’s not an adult in sight.

This was their moment to #ArriveLikeYouMeanIt

On the first night the ad played,
it generated hundreds of tweets from fans that couldn’t believe ASDA just dropped a drill track. That caught the attention of multiple Instagram meme accounts who shared it out. Including many with over 1 million followers. Then we dropped the track on TikTok where kids made their own version of our vid, and finally it ended up been discussed by Nick Grimshaw on BBC Radio 1, covered by press, and ending every day with more and more fans wallpapering Twitter with their praise.