In George'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's Christmas party range.
Most importantly, we handed the SLAY IT attitude over to the public and created a TikTok challenge with over 1 billion views (and counting!).