If you had to tell a story based on a receipt, what would you come up with?
Walmart is teasing a new campaign, and they are not making themselves or their stores the focus. Rather, they are putting the spotlight on four film directors and their creativity, challenging them to create short, one-minute films using just six items on a Walmart receipt. (The films will air this weekend during the Oscars.)
What an interesting idea! This has potential to create buzz and engagement, build anticipation, position Walmart as a store that is current, relevant and on-trend, and garner endorsements from four major film directors to boot. And what better way to connect with an audience during the biggest film event of the year than by partnering with prominent names in the industry?
Will this change my perception of Walmart? We'll see. To imagine associating Walmart with something as elegant as the Academy Awards seems a bit off, but maybe they'll change my mind (though my heart will always be with Target).