Campaign Shows Wal-mart Giving Back Through “Good Works”

DALLAS, APRIL 22, In a three-spot campaign for Wal-Mart, Norry Niven, director/cameraman for Stone Core Films, cuts to the heart of the retailer’s commitment to giving back to the community through its, “Good Works” program.

“Good Works” created by Bernstein-Rein of Kansas City, MO, broke nationally with a :60 spot on March 17. Two additional: 30’s break this month and in September.

The campaign spotlights eight Wal-Mart Associates from across the country, “making a difference” through efforts such as teaching children to read, feeding the homeless, and holding a carnival for a local children’s hospital. Niven captures the emotions of the program in heart-felt interviews with the associates, reinforcing the campaign’s tag: “We live here, too. And we believe good works.”

The creative team for the Wal-Mart campaign includes Bernstein-Rein’s Kirk Kirkpatrick, executive vice president/creative team leader; Janel Naaf, creative director; Steve Spence, art director; Jane Waske, copywriter; and Tyler Smith, producer.

Flores of The Listening Chair composed original music for the spots. Brian Hicks, of Take Two Productions, Kansas City, edited the campaign.