New Blood Entry — I'm Fi-
Award: Wood Pencil
Walkers / 2022
When it comes to breaking a habit or learning a new skill, the element of surprise can be instrumental in making it stick. So in an effort to get people to break the habit of saying “I’m fine”, the expected and worn out answer, we decided to break it - literally. We let the expected become the unexpected. We let “I’m fine” become “I’m fi-nally realising the need for waterproof mascara.” What used to be the start of an overused and dishonest answer, became the opener to something honest.
