ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

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2018 ADC Awards - Interactive

Converticals

Agency BBDO / New York + BBDO Studios / New York + VisualCountry

Client Lowe's
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Annual ID

ADC_INT18034S

About the Work

Many Millennials think D.I.Y is complicated. As America’s 2nd largest home improvement store, Lowe’s wanted to make D.I.Y look effortless. Our solution was to use Instagram Stories in an entirely new way, utilizing 60+ micro clips in each story. Clips were so short, they automatically skipped forward to transform a room without you lifting a finger. And if you missed a step, we transformed the ‘tap back’ feature into a video rewind feature – a first on Instagram Stories. 3 different inspiring stories, that we called “Converticals”, showed people how to transform small spaces in their homes. They could also purchase everything they needed to complete the project, simply by swiping up to the Lowe’s store. Converticals generated an average play time of 26.4s per unique viewer, exceeding the Delmondo benchmark for Instagram Stories by 2500%. Converticals proved you could transform any space, even the vertical dimensions of an Instagram Story.