George at ASDA

George at ASDA Christmas campaign

Creative Campaign / Out of Home / Social / Influencer Partnership

The campaign 

SLAY IT with George at ASDA

In George at ASDA's first-ever stand-alone Christmas campaign, we were asked to land the brand's fashion credentials AND the inclusionary values of their business. When we found out that 44% of LGBTQ+ people feel they cannot go home for the holidays as their true selves, we teamed up with Diversity Role Models and created SLAY IT: a fashion-forward campaign, inviting all people to find the confidence to SLAY IT in George at ASDA's Christmas party range.


Billboards took over major cities in the UK, inviting everyone to ‘SLAY IT‘ this season – in George at. ASDA's party wear.



TikTok challenge

Most importantly, we handed the SLAY IT attitude over to the public and created a TikTok challenge with over 1 billion views (and counting!).


SLAY IT reached

  • 1 Billion TikTok Views in less than 7 days (yes, you read that right).
  • Countless SLAY IT copycat videos