BUILD A BETTERVERSE — danielwhitelegge

THE BRIEF: Create noise around George at Asda’s most sustainable line yet, and come up with a brand world and visual aesthetic that could be taken forward across all touchpoints.

THE INSIGHT: George launched their Spring Children’s collection at a time when the Metaverse was the number one topic on everyone’s lips, alongside a growing sense of climate anxiety and a disconnect from nature. To tap into this conversation, we harnessed the optimism of children’s imagination as a counterbalance to the doom and gloom adults often feel about the future.

THE IDEA: LET’S BUILD A BETTERVERSE - We gathered real kids to share their hopeful visions for the future, bringing a levity that can only come from a child, and brought this to life as The Betterverse. A utopian future that exists inside the minds of children—one that, if we worked hard enough, we could make real.

Art Direction: The campaign uses the style of gaming to bring to life the way a child might see the natural world. We worked with 3D illustrator DesignLad to render what the Betterverse would look like based on my concept sketches, creating a bold, playful, and whimsical graphic style that nods to sustainability without forcing it in a way that would feel inauthentic.

CREATIVE AGENCY: Impero
ECD: Micael Scantlebury
CREATIVE DIRECTOR: Al Mills
SENIOR CREATIVE: Daniel O’Higgins
DESIGN DIRECTOR: Longbin Li
DESIGNER: Catalin Margarit