Piece #1

  • Live Vines for the Real World


Piece #1 - Live Vines for the Real World
Company:
BBDO
Award:
AME Gold Medallion
Brand:
Lowe's Companies, Inc.
Title:
Vines in the Real World: Making the Digital Analog
Country:
USA
Competition:
use of discipline
Category:
interactive

Campaign Summary

Lowe’s, the second largest home improvement retailer in the US, was launching in Manhattan. But would a city with over 1,200 hardware, paint and appliance stores and two well-established Home Depots even notice our arrival? To open with a bang, we combined a classic New York marketing trope (store windows) with a truly novel one. We created analog versions of our popular digital Vines and displayed them in the windows of our new stores. Connecting with New Yorkers where it matters most, on the street, and showing them that Lowe’s gets them and can help them love their city even more. And in the end, having amassing roughly 34.4 million impressions in just three weeks, Lowe's proved that, while it might not have been born and bred in the City that Never Sleeps, the brand has the true spirit of a lifelong New Yorker.



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