When kids have the coolest back to school products and gear their first-day-back confidence is larger than life. Our “Big Day Back” concept for Back to School, Walmart’s second biggest initiative of the year after Christmas, was a multi-channel campaign that included social, digital, in-store, experiential, and broadcast.
We worked with award-winning director Dante Ariola to help us create an epic, cinematic film that brought to life every kid’s fantasy to go back big. It was the highest performing back-to-school campaign in 2019, beating out Nike and Target.
“Big Day Back”
“Highrise”
“Triple Rainbow”
Director: Dante Ariola | ECD: CIaran McCarthy | ACD/art: Jess Mottola | ACD/copy: Evelynne Scholnick | Producer: Tim LeGallo | Agency: Publicis | Editorial: Final Cut | Sound: Steve / Harbor | VFX: MPC
Not only was our campaign successful at selling back to school supplies, it also served as the visual inspiration for Lana Del Rey’s video for her hit summer song, “Doin’ Time,” which launched a few weeks later.
