With Vine, we saw an opportunity to bring clever home improvement tips to life. In a series called Lowe's Fix in Six, we filmed and shared over 60 six-second how-to hacks that were as entertaining as they were useful.
Production of the Vines was quick and simple. We shot everything in-house using an iPhone and stop-motion animation techniques. There was no editing, so if we messed up, we had to start over.
Fix in Six was hailed as a first-of-its-kind campaign. It was recognized by the press and users alike for bringing compelling content to a platform often associated with trivial curiosities.
// AWARDS //
2014 One Show Gold / Interactive / Social Media / Branded Social Campaign
2014 One Show Gold / Interactive / Social Media / Best Use of Social Network
2014 One Show Silver / Advertising / Digital Direct / Social Media Viral
2014 One Show Merit / Interactive / Brand Transformation
2014 One Show Merit / Interactive / Online Films & Video / Branded Microvideo
2014 Clio Award / Silver / Digital/Social / Campaign
2014 ANDY Awards / Gold / Social / Retail
2014 ADC Cube / Gold / Interactive / Online Content / Web Series
2014 ADC Cube / Silver / Interactive / Social / Communities
2014 Kinsale Shark Awards / Gold / Digital / Campaign
2014 New York Festivals / Second Prize Award / Branded Entertainment
2014 New York Festivals / Second Prize Award / Digital
2014 New York Festivals / Finalist Award / Film
2014 New York Festivals / Finalist Award / Digital Website/Microsite
2014 D&AD / In Book / Online Branded Films
2014 D&AD / In Book / Use of Social Media
2014 AICP Next Award / Social Campaign
2014 AICP Next Award / Website/Microsite
2014 Best of Show / National ADDY
2014 Webby Nominee / Social Media Campaign
2014 Webby Nominee / Best use of Video
2014 Advertising Age Viral Video Awards / Best Micro-Video Campaign
2014 O'Toole Awards for Creative Excellence / O'TooleBox
2014 SXSW Interactive Awards Finalist / Social
2013 Caples Awards / Silver / Content Marketing
2013 London International Awards / Silver / Best Use of Social Media
2013 London International Awards / Bronze / Branded Content
2013 Mashable Mashies Award / Best in Show
2013 Mashable Mashies Award / Best Use of Vine
2013 Cannes Cyber Lion / Bronze / Best Video / Lowe's "Stripped Screw" Vine wins a Bronze Cyber Lion. Win marks first ever for the brand at Cannes. /
// PRESS //
BBDO Agency of the Year Interview - Andrew Robertson talks Vine - Lowe's Fix in Six
AdAge Best Ads of 21st Century Nominee - 2013 Lowe's Fix in Six
Fast Company: The world's top 10 most innovative companies in advertising - BBDO NY
Creativity 2013 Agency of the Year: BBDO New York
Creativity - Best Of 2013: Interactive & Integrated
Creativity - 2013's Most Inspiring Moments In Brand Creativity
Fast Company Best Ads 2013
Google Creative Sandbox
Ad Age - 2013 Ads We Loved
Twitter Creative Favorites
Creativity Ad of the Day
Mashable
Business Insider
Fast Company
Forbes Article: Lowe's CMO Interview
-------{{----@ #Lowes #PlantAtweet
A social experiment that turned individual tweets into a collective virtual garden. Visitors composed a tweet using ASCII characters that was simultaneously posted to Twitter and planted as a digital flower. As people engaged, retweeted, checked in at Lowe's on Foursquare, or pinned on Pinterest, the plant grew. Each action earned points, helping the flower grow faster until it bloomed.
Lowe's offered gift cards as rewards, and the more a tweet was shared, the more valuable the card became. This created a sense of urgency and collaboration, with people helping each other grow the garden together.
The campaign increased both online engagement and in-store visits, with purchases that far exceeded the initial gift card rewards.
People weren't playing the lower level jackpots because they didn't believe they could win. As a social response campaign, we asked New Yorkers to share their wildest winning dreams, then used AI to turn those fantasies into images in real time. It was New York Lottery's first AI-powered campaign, and we made sure to do it responsibly and ethically, compensating artists and securing proper licensing. Built to activate when jackpots hit key levels, it was a new way to engage New Yorkers across social networks that wasn't possible before AI. And with each iteration, we could deliver higher quality imagery, and eventually even video responses.
Flipside is a how-to Instagram video series that turns the mobile video on its head. The top half shows what happens when you neglect your home, the bottom half shows you how to care for it. With the screen format locked on Instagram, users will need to flip their phones to see the opposite side.
#lowesflipside
// AWARDS //
Cannes Bronze Cyber Lion
Social Innovation Campaign-Community Building
Cannes Cyber Shortlists:
Social Innovation Campaign - Retail
Social Innovation Campaign: Integrated Multiplatform Campaign
Content Placement
Cannes Mobile Shortlists -
Targeted Communication
Clios -
Bronze Social Innovation Campaign
Communication Arts Advertising Annual -
Interactive Advertising
Mashies Awards -
Best Use of Instagram
London International Awards -
Social Innovation Campaign – Digital Use of Social-Silver
Digital Retail, Digital Branded Content (2x Bronze)
We designed the Lucky Dog Series from the ground up. The tickets and prizes were designed as a treat for doggos and hoomans alike. So naturally, we composed a song that dogs and humans could enjoy together. To get their ears perked, we used all the sounds dogs love most: wind chimes, leash jingles, squeaky toys and more. We interviewed a dog behavioralist to ensure we hit the right notes and frequencies. The song launched on social, audio platforms, and as a hilariously adorable music video.
The New Yorker approved. Turn it up.
//
2023 ADC Shortlist – Craft in Motion / Film – Use of Music / Sound
2023 AICP Post Shortlist – Regional
2022 The New Yorker Cartoons “More squeaky toy.”
2022 Creativity - Pick of the Day
2022 Creativity - Top 5 Creative Campaigns You Need to Know
2022 Effie Finalist – Brand Content and Entertainment - Products
2022 Shots
Hornitos Tequila, in collaboration with the Latin rights organization LULAC, has initiated a program dedicated to sharing vital information within the Spanish-speaking community during the COVID-19 crisis. Our partnership with LULAC involved the consolidation, translation, and design of an information toolkit covering crucial resources, ranging from health-related guidance to legal assistance.
#AyudaEnEspanol (#HelpInSpanish) was launched across social platforms to create awareness for the program. This hashtag provided a rallying cry, encouraging individuals to contribute their support in Spanish. People proudly displayed their #AyudaEnEspanol signs, sharing their reasons and stories behind wanting to help. The impact was significant, with celebrities like Eva Longoria joining the cause and contributing to the collective effort.
To promote the New York Lottery's Holiday Scratch-Offs, we produced an annual Facebook Live show for six years. In 2019, we partnered with Magda Sayeg, a social influencer and textile artist widely credited as the "mother of yarn bombing," a movement that involves wrapping urban objects in colorful knitted or crocheted material.
We started by yarn bombing the room and everything in it. To entertain our viewers, we knitted a crowdsourced ugly sweater live on Facebook. For three hours straight, Magda, along with her dog Lucy, went to work, knitting and engaging with viewers to decide what items to knit onto the sweater.
Results:
1.8M+ Reach
31K+ Engagements
3 hours of live content
450k+ Video Views (3x peak viewers than our previous three holiday FB Lives)
How do you launch a movie-themed Scratch-Off called Million Dollar Premiere? The same way a studio would launch a Hollywood movie -- with an epic movie trailer. We created a fictional whodunnit movie that turns sinister when a winning Lottery ticket goes missing.
To thicken the plot, we created an unsolved mystery podcast. The 5-episode un-true audio series launched on Spotify and invited New Yorkers to listen in and help solve our totally fake crime. It was super fun long-form, written to be funny, but it never batted an eye away from the genre.
Directed by James Gray
With bars closed during the Covid lockdown, we needed a new way to bring the community together and help our fans celebrate Cinco de Mayo. Using Instagram Live and Stories, we brought the party to them. Fans could enjoy live entertainment from Flor De Toloache, the Latin Grammy Award-winning mariachi band, and learn some new cocktail recipes along with our resident bartender. An exclusive coupon with our Drizly partnership helped deliver Hornitos during the event or anytime after. We played music, got into some bar trivia, and made a difficult time at home a little more enjoyable.
We designed the tickets and created portraits of a dog and cat worthy of the Top Dog and Fat Cat titles. To introduce the ticket series and connect with our Instagram followers, we asked them to share a photo and some info about their pets to turn them into classically painted portraits. The finished pieces were framed and displayed exhibition style before being presented to their owners as keepsakes, along with a pile of scratch-offs.
