Live Vines
Lowe's
Issue 38 | March 2016
Agency
BBDO New York
Creative Team
Chief Creative Officer BBDO Worldwide David Lubars Chief Creative Officer BBDO New York Greg Hahn Executive Creative Directors Tim Bayne Lauren Connolly Senior Creative Directors Mike Sweeney Molly Adler Associate Creative Director/Art Director Carolyn Davis Associate Creative Director/Copywriter Matthew Page
Production Team
Director of Integrated Production David Rolfe Executive Producer Kristin Tomborello Interactive Producer Mo Twine Production Company The Kitchen @ BBDO Production Company Spaeth Design
Other Credits
Account Team Jim Reath Bob Estrada Andrew DeBenedictis Tyler Harris Group Planning Director Emily Viola
Date
July 2015
Background
Lowe's Home Improvement was opening a store in Manhattan for the first time.
So they needed to achieve two things. First, to stop foot traffic and draw attention to their new location on 6th Avenue in the busy Chelsea district.
And second, to prove to New Yorkers that a suburban, big box store could have the know-how they were looking for.
Idea
Lowe's was well known for their #FixInSix home improvement tips on Vine.
So the idea was to write new, six second tips specifically for life in New York City. But instead of turning the tips into online videos, they were brought to life as animatronic window displays in the style of digital Vines.
To make the live Vines work took a team of engineers, software developers, carpenters, welders, sculptors and painters.
The finished sets even contained miniature, 3D-printed replicas of products that people could buy from Lowe's.
To ensure the experience was as faithful to the online version as possible, the window displays were fitted with digital loop counters and interactive "like" buttons.
Results
In three weeks, more than 30,000 people physically pressed the like buttons.
Best of all, the analogue Vines quickly became digital ones, as thousands of people filmed and shared them on Vine, Instagram and Snapchat, generating more than 34 million impressions.
Our Thoughts
BBDO New York really is the most amazing agency. Have a look at pages 6-17 where we talk about the Big Won rankings, in which, yet again BBDO triumphed as a network and BBDO New York was the No.1 agency in the world. Again. This is an agency that has not harnessed itself to any one medium. They just look for new ways to tackle problems. They were the first to use Vine intelligently (for Lowe's) and here they are, first again, turning a six second online experience into a six second offline experience. Which immediately became an online experience again as people shared the idea –because it was cool. Meaning clever, witty, new, interesting.
All this lavish praise! You probably think Lubars is paying me money. In fact, the delete expletive isn't a subscriber to our mighty organ.