The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2018 One Show - Social Media

Converticals

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

Client Lowe's
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

Annual ID

OS_SM18060M

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 stories, that we called “Converticals”, inspired people to transform small spaces in their homes. They could also purchase everything needed to complete the project, simply by swiping up to the Lowe’s store. Users watched our stories for 48 seconds on average – 16x longer than the average time spent watching an Instagram Story. Converticals proved you could transform any space, even the vertical dimensions of Instagram Stories.