Walmart Fashion
RESEARCH / CREATIVE STRATEGY
“We Dress America” celebrates individual and personal style across the country, aimed at changing the perception of fashion at Walmart. The aim was to cast real-life people as models in their local environment, so as to create a deeper connection between the brand, the environment and the consumer.
Role: Creative Strategy/Research team - Concept Development, Design Thinking
IDEA
Casting real people across the country, we encouraged people to “dress their way” with Walmart.
INSIGHT
After copious research and design thinking sessions, we distilled everything down to a key insight for this campaign.
‘90% of Americans live within 10 miles of a Walmart.’
EXECUTION
“We Dress America”
Along with iconic American photographer Ryan McGinley, we casted and captured real people from coast-to-coast to launch Walmart’s new fashion platform with the premise that Walmart is the retailer that dresses America.
Walmart’s scale and physical presence combined with their range of brands and products gives them a clear advantage: No matter where you live or what your style is, you will be able to find something at Walmart.
