According to Walkers F word report, 70% of Brits use “I’m fine” as an autopilot response. Lydia Fletcher was set the challenge to break this autopilot, using humour and therefore enabling people to open up.
She based the project around very British problems, in which you’d find yourself huffing “I’m fine” under your breath, to help reflect the idea of something going wrong and not saying how you truly feel. Fletcher reflected on one of the main anecdotes which inspired her for this project, “It was that awful feeling of picking up what you thought were salt and vinegar crisps, but in actual reality turned out to be cheese and onion”. This furthered her to explore ways she could connect the idea of something bad happening to the packet. Using tyre tracks and paw prints enabled Fletcher to symbolise the destruction of the packet.
Removing the expletives from phrases that may also be exclaimed when something bad happens helped her reflect on the idea of masking what you say and how you feel. Through each element, the crisp packet is at the forefront, as the main character, as a way of representing the brand.