A series
of firsts.

Positioning

Reframed Back to School around the emotional weight of firsts — first day, first dorm, first independence — while reinforcing Walmart's value promise at a high-consideration retail moment. A unified vision, carried through a personal transition from Manager, Brand Design into Senior Manager, Creative Design.

Client: Walmart Canada
Year: 2025
Role: Senior Manager, Creative Design
Scope: Integrated · TV, OLV, Social, Digital, Photography, PR
Partners: Cossette · SJC · APEX

Walmart Canada BTS 2025 campaign key visual

Fig. 01 — BTS 2025 · Key visual

§ 01 — Objective

Shift the belief.
Own the moment.

Shift customer beliefs and behaviours by reinforcing Walmart as a destination for quality products at accessible prices — particularly during a high-consideration retail moment where every dollar earns scrutiny from students, parents, and educators alike.

§ 02 — Creative Strategy

Firsts,
as a platform.

The campaign reframed Back to School as a series of meaningful firsts — connecting emotionally with students and families while reinforcing value. One insight-driven platform, executed with precision across every channel and audience.

Layer 01✦

Emotional

Firsts as a universal thread — first day, first dorm, first independence — landing the emotional truth that BTS is as much a milestone for families as it is a shopping trip.

Layer 02✦

Functional

Value reinforced across every asset — the trust that Walmart is where those firsts can happen without a household stretching further than it should.

§ 03 — Execution

Three partners,
one vision.

End-to-end creative execution partnering with three specialized agencies — Cossette (TV, OLV, Social), SJC (Photography), and APEX (PR / Media Relations) — aligned under a single creative vision, with consistency across every touchpoint from storytelling to visual identity.

TelevisionOnline VideoSocialDigital DisplayPhotographyPR & Media Relations

§ 04 — Results

Above norm,
across the board.

The campaign delivered against both brand and business KPIs — outperforming prior-year benchmarks on media efficiency, recall, and earned coverage.

TV ROI

+17% YoY improvement in CPP efficiency

OLV recall

Exceeded norms among BTS audiences and families

Digital & Social

Above-norm recall across both channels

PR & Media

Surpassed KPI targets by 214%

§ 05 — Leadership Insight

"By aligning creative, media, and PR under one cohesive idea, the work didn't just drive performance — it strengthened Walmart's brand equity during a critical retail moment."

— Brian Francis Fleming · Senior Manager, Creative Design

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Walmart Canada · 2025

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A seriesof firsts.

Shift the belief.Own the moment.

Firsts,as a platform.