TASK

Land George’s fashion and diversity credentials in their first-ever Xmas TV spot

PROBLEM

Christmas adverts underrepresent LGBTQA+ communities in the UK

INSIGHT

We found out that 44% of LGBTQA+ people feel they cannot go home for the holidays as their true selves

APPROACH

We teamed up with Diversity Role Models and created SLAY IT: a fashion-forward campaign, created by the LGBTQA+ community behind and infront of the camera. Inviting all people to find the confidence to SLAY IT in George at ASDA's Christmas party range.

RESULTS

Full Christmas collection sold out during the live period of the campaign