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WALKERS.
Open up. Scream it out.

Insight:

Screaming releases stress and anxiety.

Idea:

Walkers is a widely loved brand, a crunchy accompaniment to several meals.

We will use the product to give people a break from the stress.

Packaging

We will repackage the Walker's crisp, and show people that it can be used as a Scream bag.

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Open the packet - Enjoy the crisps - Scream into it

Social

Walkers will release a track called "Scream into it", urging people to share their reasons for screaming and the video of them screaming against that track (bits of song included in the video).

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Celebrities who have been open about their mental health struggles like Jade Thirwall, Ellie Goulding and Professor Green will participate in the #OpenUpScreamItOut challenge. They will share ways they keep their mental health in check and tag three friends to do the challenge.

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Using the data generated over World mental health day, Walkers will share the city that had the most number and most interesting reasons for screaming.

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