Walkers: D&AD New Blood 2021
What if one letter change on a bag of crisps could help change the way Brits opened up to each other?
The Walkers 2021 D&AD brief was simple: use humour to encourage people to open up about their feelings and make sharing easier.
Walkers wanted to abolish the 'I'm fine' response most of us say on autopilot, instead using humour to make conversations feel lighter and easier to approach. I created a 360 campaign that turned a household name on its head by changing just one letter, giving it a new purpose entirely.
For one day only on World Mental Health Day, limited-edition Talkers Sharing Bags would hit the shelves, with 100% of proceeds going to Comic Relief Mental Wellbeing Programmes. Tyson Fury would front the campaign, featuring a film that demonstrates how we should all #OpenUpWithTalkers.
Social script
Tyson Fury is sat on a bench in a park alone. It is a sunny day, and you can hear birds chirping. He's munching on a bag of Walkers crisps.
A woman sits down on the end of the bench. Both are sat in silence.
5 seconds pass before Tyson turns to the woman. He holds out the open packet of crisps towards her.
Tyson: Crisp?
Woman shakes her head.
Woman: I'm fine
Tyson pauses.
Tyson: Are you?
Woman: Huh?
Tyson: Over three quarters of Brits say they're 'fine', even if they're struggling*
Woman pauses and looks at Tyson strangely.
Woman: Uh..I'm just not a fan of cheese and onion.
Tyson pulls out a packet of ready salted crisps from behind him and turns to the camera.
Tyson: Walkers believe in the power of opening up.
He opens up packet and holds it closer to the camera.
Tyson: So this World Mental Health Day, they've renamed all of their sharing bags ‘Talkers'
He points to the word 'sharing' on the packet.
Tyson: Because sharing means more. Grab your limited edition sharing bag of Talkers today, grab a mate, and get talking.
Tyson crunches a crisp, and then holds out the packet to the woman. They start to have a conversation.
Super: 100% of profits from packs sold will go to Comic Relief Mental Wellbeing Programmes. Limited-edition Talkers Sharing Bags available today only.
Talkers logo appears.
TikTok filter
Twitter takeover
