To help Walkers break the “I’m fine” autopilot with the power of humor, we decided to break it – literally. We let the expected become the unexpected. We let “I’m fine” become “I’m fi-nally realizing the need for waterproof mascara.” Because when it comes to breaking a habit or learning a new skill, the element of surprise can be instrumental in making it stick.
“What used to be the start of an overused and dishonest answer, became the opener to something honest.”
As the crown jewel of this campaign, we changed the most iconic crisps bag in the UK. The new bag can only be opened one way and was released on World Mental Health Day.
See it as a token to open up (the bag) and break the ‘I’m fine’ autopilot.
