This campaign is centered around a spec ad expanded through OOH that reflects candid college move-in moments, with Walmart positioned as the enabler behind it all.
The social aspect of the campaign is built around user-generated confessions, where students are prompted to share their real move-in experiences. These responses are then translated into playful, relatable statistics that turn personal moments into shareable, humor-driven insights that reflect the collective chaos of starting college.
The Move-In Market is a traveling back-to-school pop-up that brings dorm essentials into a local, community-style marketplace. It feels like a neighborhood flea market with mismatched tables, handwritten signs, and curated finds. The branding is subtle, making the experience feel more like discovery than shopping.
A Walmart-sponsored bike system is integrated into daily campus movement, making transportation part of the experience.
The app curates “playlists” of student aesthetics to make discovery feel personal. In-store, aisle takeovers reflect different student identities, turning shopping into lifestyle storytelling. Even carts and baskets carry relatable college moments, reinforcing the “Who Knew?” idea throughout the experience.
WALMART
BECOMING YOU
The ChallengeThe TruthRole: Copywriter/Strategy
SCADDY Awards: Winner/ Art Direction
Young Ones: Finalist/ Integrated Campaign
Reposition Walmart as the go-to partner for college move-in by helping students and parents navigate one of life's biggest transitions
No one arrives at college knowing exactly who they are, they become themselves through everyday choices.
The IdeaWho Knew? Walmart is the unexpected partner for move-in, giving students affordable ways to experiment, express themselves, and build a life that feels like their own.