Brief
Concept
Target audience
Inspire 18-30-year-olds to break the ‘I’m fine’ autopilot.
Supporting World Mental Health Day, our humorous campaign aims to bring people together to create a shared moment where they have fun (with crisps, of course) and open up a conversation. The campaign aims to break that ice when someone gives you a frosty response to the question “how are you?”. The daily ice breaker challenges, set by Walkers across social media, aim to break that awkward moment and help to kickstart a conversation.
The target audience is 18-30-year-olds facing unique challenges that affect their mental well-being. Our campaign speaks to those who know someone who isn't fine but don't know how to get them to talk. We know starting these conversations isn't easy!
Final video submission
Teaser Posts
Teaser posts will be released across Walkers' social media to generate that online buzz and excitement prior to launching the challenges.
Teaser video 1
Teaser video 2
Instagram Posts
Instagram would be a good channel to visually show our audience how to complete each daily ice breaker. Kick-starting on World Mental Health Day, Walkers would post the daily challenges each morning throughout the week.
Pitch Document
