#HowArentyou?
CW: Sydney Tasman / AD: Erin McTaggart
The Challenge: Walkers' philosophy is positivity. From turning a spud into delicious crisps to partnering with Comic Relief to empower the nation to talk more about their mental health, Walkers is built on putting smiles on people's faces. A little laughter goes a long way. So, our challenge for this campaign was to use the power of humor to help break the "I'm fine" autopilot response. We developed a campaign that lives through social media and has the ability to gain traction to reach a wide array of audiences.
Insight: Nobody in the world is fine right now. Nobody.
Idea: Walkers crisps are the perfect 5 minute break from a tough day. We want to fill those 5 minutes with a little more laughter. Instead of asking "How are you", Walker's is asking people: "How aren't you?". We want to hear how your day wasn't. We'll then take our favorite responses and turn them into a humorous ditty, sung by global phenomenon Kermit the Frog. It won't solve your problems but, for those few minutes you spend watching, you'll have a smile on your face.
Case Study Video:
Twitter Submissions:
During the week leading up to World Mental Health Day, Walkers will partner with Kermit the Frog and reply to #HowArentYou tweets with a humorous song.
Kermit goes live on Tik Tok:
On October 10th, Wold Mental Health Day, Kermit will go live on Tik Tok from the Walkers account. He will sing songs and interact with users in real time.
"How You Aren't" Album Release:
Also on World Mental Health Day, Walkers will drop a "How You Aren't" album full of Kermit's best songs from submissions over the past week.
