Walkers I’m Fi-

Breaking a habit becomes a little more fun and a lot less hard when you’re truly allowed to break it. When you can watch it snap, crack and fold. In an effort to get people to break the habit of saying “I’m fine” when they don’t actually mean it, Walkers went ahead and broke it. Turning “I’m fi-ne” into “I’m fi-ghting the urge to quit my job every single day.” What used to be the start of an overused and dishonest answer became the opener to something a little more real.

Rip it wide open or shake it to bits online, every interaction with a crisp-lover was a reminder to break the habit.