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Be The Fox


Be The Fox Makes Emotive Social Experiment Film for George at ASDA that Celebrates the Power of Play

As part of George at Asda’s wider Back to School campaign, ‘Built for their Imagination,’ which raises awareness around the power of play with Children In Need, Be The Fox worked with creative agency MOFILM to design and produce a social experiment. The short film inspires and encourages parents to play with their children in a time where this is less frequent than previous generations. 

The filmed experiment, which features across Asda’s digital, website and social channels, encourages parents to embrace the joy of play by seeing it through the eyes and imagination of their children. 

Directed by Joe Large, the short film shows four parents in a room with random objects being instructed to play by themselves. They all feel out of their comfort zone until they are given assistance through an ear piece by their children. The instructions from the children shift the parents’ approach giving them confidence to play.

Diana Ellis Hill, co-founder of Be The Fox said: "We're extremely proud of the film we've made for George At Asda working with MOFILM. With authentic storytelling at the heart, it's exactly the type of film that Be The Fox was set up to create and produce. We hope it captures the positive difference play can make in a child's life and gives parents the confidence to use their imagination when playing with their children, and find happiness together in the simplest of ways."

Watch film here