Walmart wanted to reach college students moving onto campus in their latest Young Ones Brief.
We came up with an AR-powered dorm builder that turns moving-in stress into self-expression.
Our insight: Gen-Z students want affordable essentials, but they refuse to compromise self-expression.
With the Room Builder, we reposition Walmart from a place to save money to a place to shape identity.
We also launched on Instagram and TikTok with a contest to encourage sharing designs. Walmart is seen as functional and price-driven. We reframed functionality into a creative asset.
