Slay It, George x Asda

Impero, the agency’s, description of the project: 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.