walmart
in collaboration with
CW - Wesley Chen
AD - Rina Tsegay
the ask:
change the perception of Walmart among first-time and returning college students, ages 17–22, to shop Walmart for their whole back-to-college checklist: from stylish dorm-must haves & tech to on-trend fashion.
Identity is fluid; who you are freshman year isn’t who you are senior year.
Walmart helps college students realize who they want to be throughout their college years.
With low prices and unexpectedly stylish finds, we make it affordable to try on new versions of yourself again and again.
But you’d never guess who was behind it.
work
nyt banner ads
ooh popup + scratchables
the popup features a guessing game focused around comparing walmart’s products to those of other stores, to show how walmart’s products are just as good at a fraction of the price.
the popup features tearables & scratchables that give participants a chance to win a storewide discount, while also incentivizing them to look into Walmart’s products.
