Brand: Walkers
Idea: Crisp Therapy
England isn’t addressing mental health.
1 in 5 people in the UK suffer from some form of depression.
Yet only a small fraction of them ever get professional help.
This mental health day, Walkers decided to do something about it.
What if we tricked England into getting therapy?
Because Brits aren’t willingly seeking psychological treatment, their favorite crisp brand took it upon itself to make them get help, whether they like it or not.
Art Direction - Dena Alqaisi, Buchun Jiang
Copywriting - Jacques Wortsman
Step 1: Get England’s Attention
We made 1 in 5 walker bags taste just as bad as depression feels.
We developed a flavor so off putting, no consumer could hold their tongue.
Step 2: Direct complaints
to a hotline.
We put a hotline phone number on all Walker bags, fully expecting an immense downpour of unhappy calls
Step 3: Sweet ReliefInstead of reaching customer service representatives,angry customers were directed to trained therapists.These therapists followed a unique script,designed to help incoming callers contemplate their own mentalhealth, and consider professional help when necessary.
Step 4: Breakthrough
Profits of the tainted bags were put into the Walkers Mental Health Fund,
available to all Walker customers wanting to pursue actual further therapy.