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Rolang Piocuda




Open up with Walkers Crisps 

Summary | For the D&AD New Blood Awards 2022, Walkers asked us to use the power of humor to break the “I’m fine” autopilot response during world mental health day. We created the Legally Not Fine campaign to help those who are indeed Fine. 

What I did:

  • Created an ancestry account for research purposes.

  • Did a deep dive to learn the differences between Mental Health VS Mental well-being. 

  • I watched people eat all types of crisps in the Brandcenter basement.

  • Learned from the mistakes of other brands when touching on these sensitive subjects.   


You pick up on small things when you have been around for so long. 
Founded in 1948, Walkers has shared many moments, good and bad, with their beloved audience. Being on the shelves for 70 decades, Walkers knows when their audience needs a pick-me-up which they tend to deliver with the power of witty humor. 

Recently, with the hardships the pandemic has brought, Walkers is aware that Brits are not feeling cheery. A study of 2,000 adults commissioned by the Mental Health Foundation found that the average adult will say "I'm fine" 14 times a week, though just 19% really mean it.


Getting literal to break the "I'm Fine" autopilot. 
Walkers understands people hide their feelings to shield those around them from their personal problems. They also understand that in these times, well-being is more dependent than ever on feeling connected and lying creates distance. 

When we got literal with the term "I'm Fine" we realized that people are lying not only about how they were feeling but also about who they are. We found that less than a thousand people in the UK have the surname Fine or some iteration. Therefore, when people say they are Fine, they are lying about their identity, so let's use friends and family to hold them accountable. 


You are not Fine; they are.

Case Study Video

Supporting Deliverables


Team Grace Geary (AD), Jess Leonard (AD), Edo Ohayon (CW)

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