Walmart

Matt Taliaferro, Marketing Director
Michael Kroon, Marketing Director

Saatchi & Saatchi *Lead Agency

Jay Benjamin, Chief Creative Officer
A. Chris Moreira, Executive Creative Director
Mark Scholler, Executive Creative Director
Martha West, Senior Copywriter
Jon Leachman, Senior Art Director
Wanda Pogue, Chief Strategy Officer
Beth Waxman-Arteta, Managing Partner
Tiffany Kimicata, Account Supervisor

Mediavest|Spark

FleishmanHillard

Walmart'sstrong negative brand sentiment was driving valuable shoppers to competitors like Amazon, Target, and Costco. In an effort to improve brand perceptions, we developed a campaign that would unite the nation in support of America's veterans. The resulting Greenlight A Vet initiative invited people to change one lightbulb to green to serve as a highly-visible beacon of support and appreciation for our servicemen and women. The campaign generated stellar awareness and engagement, and helped Walmarts positive brand sentiment skyrocket to more than 3X the industry benchmark.