Walmart parent orientation
CLASS IS NOW IN SESSION
Following the successful launch of Walmart’s all-new brand platform, Who knew? the brand was on a mission to continue spreading the idea core to the new positioning: the Walmart you thought you knew is, well… new.
At back-to-school season, that means Walmart is the home of style & supplies kids actually want, and resources like one-tap supply list ordering & Express Delivery that parents genuinely need. So for this campaign, our new spokesman, Walton Goggins, became the voice of back-to-school parent confidence by hosting his very own Parent Orientation. 📈 This spot ran on broadcast and set records as Walmart’s highest-performing YouTube Masthead placement ever.
There’s a certain swagger that comes with being that parent. The one who has back-to-school in the bag. Walmart has everything you need both on & off the list, so being that parent just got a whole lot easier. Who knew?
taking “who knew?” to the streets
Walmart’s Who Knew? campaign is all about re-introducing people to the store they thought they knew. Over half a billion items? Delivery as fast as an hour? Everything you need to nail the school year? Who knew?
On social feeds everywhere, there’s already a format & a shorthand for sharing surprising facts: man-on-the-street style interviews.
So we went hunting for those genuine Who knew? moments in the wild with the hilarious Lisa Gilroy to communicate authenticity & keep it funny.
“WALMART PARENT ORIENTATION” CREDITS
Creative Direction:
Danny Weilandt & Christina Swan
Director:
David Gordon Green
Production:
Chelsea
“‘WHO KNEW’ ON THE STREET” CREDITS
Creative Direction:
Danny Weilandt & Christina Swan
Creatives:
Lexey Watson, Reilly Harmer,
Kayla Hall, Grace Geary
Director:
David Ebert
Production:
1stAveMachine