Walmart had been battling misperceptions and an unenviable reputation. When in reality, Walmart was acting on its purpose, helping people “live better,” more than ever. We were doing the right things, acting as a responsible corporate citizen, but very few knew about the difference we were making in 4,700+ communities across the country.

 

We set out to change that by showing America the America that Walmart sees, through the eyes of its associates, customers and communities. To disarm consumer skepticism, we put authenticity at the core of our campaign and committed to only using real stories and real people in our ads. Rather than relying on highly scripted ads with actors, we worked like journalists; uncovering stories that illustrate the humanity at the core of the retail giant.