Walkers is encouraging the nation to open up and talk about their feelings by launching a campaign to reframe the word “okay” ahead of Red Nose Day on March 18.
VCCP’s “The F-word” stars comedian and mental health activist Ruby Wax, who speaks directly to the camera to explain that the nation says the words “I’m fine” 28 times a week and tells people to “say how to really feel”.
The digital campaign is supported by a jar of oaths to fine Britons for using the word ‘fine’, which will be shared on social media. Wax will also provide her own tips to help people open up.
Irina Panescu, PepsiCo’s head of media planning and connections, said: “Walkers has always been about bringing lightness and moments of relief into people’s lives, whether through our products or our campaigns. We believe that humor is a great ally in starting conversations and talking about real feelings, so through our partnership with Comic Relief and campaigns like these, we’re on a mission to get the nation talking about and about mental wellness.”
The campaign was created by Javier Romartinez, Stephen Misir and Tom Lee at VCCP. It was directed by Tom Clarkson through Girl & Bear. OMD handles media planning and buying.
Ross Neil, creative director of VCCP, added: “Let’s face it, we’ve all had an eventful last couple of years. However, whenever someone asks how we’re doing, we tend to keep things in check by cutting off a real answer with ‘fine’. What’s wrong with opening up Let’s put an end to masking our real emotions by issuing a ticket for using the worst F-word of all… ‘fine’.
“We’re using the swear jar emblem to discourage people from using the F-word and instead of saying okay, opening up. It really helps.”
