Going home at Christmas is not the always the celebration we think it is. We found that 44% of LGBT+ people feel like they can’t be their true selves at home over the holidays.

So we teamed with Diversity Role Models and created SLAY IT: a fashion-forward campaign to help people find the confidence to SLAY IT in George at ASDA’s Christmas party range.

We worked with the LGBTQIA+ community, both in-front and behind the camera, to create an online video that celebrated the freedom to SLAY IT. We also created digital OOH that went live across the UK including Leeds, Manchester & London.