Project
Graphic Design
Project
Walkers: Breaking the “I’m Fine” Autopilot
Image of social media campaign
Walkers: Breaking the “I’m Fine” Autopilot
Walkers social media campaign, Photography and Photoshop editing, 25cm x 17cm, 2022
Image of campaign poster saying A problem shared is a problem halved
Walkers: Breaking the “I’m Fine” Autopilot
A problem shared is a problem halved, Photography and Photoshop editing, 21cm x 30cm, 2022
Image of walkers crisp packet combined with Samaritans charity
Walkers: Breaking the “I’m Fine” Autopilot
Samaritans crisp packet, Photography and Photoshop editing, 21cm x 24cm, 2022
Image of walkers crisp packet combined with Mind charity
Walkers: Breaking the “I’m Fine” Autopilot
Mind crisp packet, Photography and Photoshop editing, 19cm x 22cm, 2022
Image of campaign poster saying son of a crisp
Walkers: Breaking the “I’m Fine” Autopilot
Son of a crisp, Photography and Photoshop editing, 87cm x 124cm, 2022
Image of campaign poster saying oh cheesus
Walkers: Breaking the “I’m Fine” Autopilot
Oh cheesus, Photography and Photoshop editing, 107cm x 142cm, 2022
Walkers: Breaking the “I’m Fine” Autopilot

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.

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.