HORROR EMPORIUM
Lisa Hutton
10/24/24
“A treasure trove of unearthly delights,
where the boundaries between reality and the supernatural blur”
Briefed to lead the Halloween creative across George, George Home and ASDA, this brief was an amazing opportunity to achieve true consistency for both George and ASDA across in-store and online channels. A first in creative execution for the two brands, and the ideal opportunity to help the retailer regain their position as being ‘best for event’s’.
Having not refreshed the Halloween look and feel in several years, the opportunity for creative was huge, whilst it was important for the creative have the longevity to comfortably sit across all product trends and departments, with the new look and feel flooding all customer touch-points across packaging, in-store, online and social.
We worked into the idea of the Horror Emporium; A true destination with an eerie charm, giving customers a one-stop shop for customers celebrating at home. The creative would go on to apply across all departments and product categories; touching food, home décor, confectionery, clothing and gifting; prompting cross-category shopping and giving customers more reasons to visit ASDA and George.
“TOO’s creative solution gave us an innovative take on Halloween that is ideal
for the George and ASDA shopper.
It’s the first time a campaign has spanned the entire
George, George Home and ASDA omni-channel estate.
A design and campaign that was fully integrated across both brands,
George and ASDA, to offer full consistency; helping our customers to shop easily and buy all their event needs in one visit -
Dress up, confectionery, dressing the house up!
“The design fully incorporated all channels so that creative application was well thought through, and therefore led to a comprehensive guideline which meant that it was really easy for all teams to work through, and make sure that we had a consistent execution”.
Claudia Solano – Head of Creative at George
With our illustration and motion graphics teams working collaboratively, the suite of characters came to life, living in the world of the Horror Emporium – these characters were developed with subtle animations – small movements, eyes darting and blinking, suitable for sitting alongside product online without distracting the customer. They went on to be embedded into the social channels, onto the in-store digital screen, in-store POS, and within email marketing too, popping up throughout, adding a touch of personality and delightful spookiness whilst delivering cross channel creative consistency!
We worked with the developers to create a Halloween landing page, implementing bespoke background assets for an immersive experience, followed up with the characters appearing on the product landing pages throughout the products.
Provided as a suite of creative with a full guideline, the multiple teams within George and ASDA were able to work with the creative assets specifically for their own channel. Our suite of creative assets consisted of the lock up, typography, refined colour palette, background creative & the characters themselves.