The Drum Awards Festival - Extended Deadline

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Client: Lowe's
Date: Sep 2017
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DIY projects are opportunities for creativity to shine. Lowe's is leveraging the Instagram Story platform to showcase the retailer's ability to help consumers think outside the box with even the smallest spaces.

The campaign, created by BBDO New York and born from a creative hackathon hosted by Facebook Creative Shop, shows the transformation of a vertical space via a series of 50-plus microclips all less than a second long. The dizzying number of mini-videos creates an experience users aren’t used to seeing on IG Stories – they go by faster than your urge to tap, which is strangely satisfying in this tap-happy day and age, and adds a previously undiscovered ease to the Lowe’s DIY experience.

The brevity of the clips also has the added benefit of being able to “Rewind.” Yes, users can always go backwards on IG Stories, but with such short videos, the user can tap back in tiny increments of time to see exactly the bit they just missed instead of needing to re-view a whole scene.

The result is a unique user experience that puts another fun spin on DIY projects with Lowe’s.


Agency: BBDO New York

Client: Lowe’s

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Tim Bayne

Senior Creative Director: Mike Sweeney

Senior Creative Director: Molly Adler

Associate Creative Director, Art Director: Marcus Johnston

Associate Creative Director, Copywriter: Jim Connolly

Senior Director: Bob Estrada

Account Director: Tyler Harris

Account Manager: Marlee Caine

Director of Integrated Production: Dave Rolfe

Executive Producer: Kristin Tomborello

Producer: Ali Gladstone

Director of Platform Innovation: Alex Marsh

Communications Planning Director: Nicole Landesman

Junior Communications Planner: Brenna Tharnstrom

Production Company: BBDO Studios + Visual Country

BBDO Studios Lead: Michael Gentile

Studio Manager: AJ Rowe

Editor: Alex Lubars

Editor: Jeff Reagan

Casting Director: Tom Saporito

Production Assistant: Grace Brown

Production Assistant: Vanda Saggese

Visual Country

Director: Michael Popp

Production Designer: Giancarlo Colaianni

Creative Director: Meagan Cignoli

Producer: Amber Lee

DP/Editor: Chelsea Lee

Art Director/Prop Stylist: Erin O’Keefe

Production Assistant: Anna Gelman