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.
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).
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.
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.
