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2017 One Show - Social Media

Social Innovation Campaign

Agency BBDO / New York

Client Lowe's
BACK TO RESULTS

Annual ID

OS_SM17044M

About the Work

To become the trusted Home Improvement brand for Millennials, we developed four, world-first social innovations. Made in a Minute: On Facebook we used 360 video to make unique how-to films. Projects were broken down into 8 looping steps, so people could move through them at their own pace. In-a-Snap: On Snapchat we used the tap-to-skip video feature to create a reaction, so people could chisel, drill and saw their way through a room makeover using their thumbs. Live Vines: Inspired by the Vine platform, we built the first life-sized, animatronic Vines on the streets of New York. They ran in 6 second loops, featuring handy tips for Manhattan City Living. FlipSide: On Instagram we split the locked screen in two. We showed what happens when you neglect your home in the top half. Then made users turn the phone to see how to care for it, in the bottom half.