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Walmart
Work Is a Beautiful Thing

RAN IN: United States

CLIENT
Walmart

Andy Murray, SVP, Creative
Clint McClain, Sr. Director, Marketing Content
Greg Chandler, Sr. Marketing Director

AGENCY
Saatchi & Saatchi *Lead Agency

Brent Smart, CEO
Claudine Cheever, CSO, Chief Transformation Officer
Peter Moore Smith, ECD
Mike Pierantozzi, ECD
Dean Shoukas, Executive Producer
Connor Bryant, VP, Acct. Director
Carrie Booth, Group Planning Director


Starcom MediaVest Group *Lead Agency


SUMMARY

The worlds biggest company had a big issue. Walmart has some of the most loyal shoppers, but it also has a lot of haters and that was hurting the brand. To shift these deeply engrained perceptions, Walmart needed to tackle an issue even bigger than itself: American jobs. Walmart committed to investing $250 billion in products that support American jobs. We reframed this initiative by showing the dignity people feel when working. Work is a beautiful thing started a positive conversation to help shift Americas negative perceptions of Walmart.

CASE VIDEO


Hero Medium: TV

Audience: Walmart regulars, who span all ages and household incomes

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: National

Language: English