AD: Me CW: Sydney Tasman
Ask: Inspire 18-30 year olds to break the “I’m fine” autopilot response.
Insight: Literally no one is fine. And comedy makes it an easier pill to swallow.
Idea: We’re done asking: how are you?—it begs an impersonal, 4-letter response. Instead we’re asking: how aren’t you? How wasn’t your day? We’ll sing your misfortunes back to you in a humorous ditty. It won’t solve your problems, but a good laugh adds levity to the situation.
Case Study Video
Twitter Submissions
During the week leading up to World Mental Health Day, Walkers will partner with none other than Kermit the Frog and reply to #HowArentYou Tweets in humorous song.
Kermit Goes Live
on TikTok
On World Mental Health Day, Kermit the Frog will go live from the Walkers TikTok account to sing songs and interact with users in real time.
How You Aren’t
Album Release
On World Mental Health Day, Walkers will also drop a full-length How You Aren’t album on Spotify of Kermit’s best songs based on users’ submissions.