New Blood Entry — Fine is a four letter word
Award: Yellow Pencil
Walkers / 2022
How do we break the “I’m fine” autopilot response? Words change meaning over time. Fine is already changing on the internet. It’s started to mean its opposite. On world Mental Health Day we decided to put that on steroids. By calling out fine for what it really is - a four letter word. On Spotify, Instagram, Tik tok and even the BBC -because there’s nothing auntie loves more than a bit of bleeping. And at one minute to midnight on October 10th we put a bloody great full stop on the word F*** By getting the Oxford Online dictionary to change its meaning.
What did the judges have to say?
"We loved this idea because it was distinctive, talkable and bang on brief - we could see this catching on in the social world. Equally we liked that it was well thought through as a campaign that extended beyond social. There was a brilliant insight at the heart of it - and it was brought to life with a Walkers humour."
Shu Han Lee, Senior Planner, Adam&Eve DDB
"The Yellow Pencil was all about doing at least one thing really well, either the insight, idea or execution. Above all it was work which inspired the client because of its fresh thinking!"
Eve Lee, Founder and Managing Director, The Digital Fairy
"This idea stood out because it was ambitious and bold. It had many touch points and executions that were culturally relevant, interesting and exciting. Most importantly, the PR headline practically writes itself."
Sherwin Teo, Creative, Wieden+Kennedy