Lowe's Case study STRIPPED SCREW by BBDO New York

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Industry Retail, Distribution & Rental companies
Media Case study
Market United States
Agency BBDO New York
Director Meagan Cignoli
Executive Creative Director Wil Boudreau
Creative Director Dominick Baccollo
Art Director Danny Adrain
Copywriter Roberto Danino
Producer Theresa Reyes
Account Supervisor Marisa Graven
Released May 2013


Cannes Lions 2013
Cyber Lions Craft; Best Video Bronze

Credits & Description

Type of entry: Craft
Category: Best Video
Advertiser: LOWE'S
Product/Service: LOWE'S
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Director: Wil Boudreau (BBDO New York)
Creative Director: Dominick Baccollo (BBDO New York)
Art Director: Danny Adrain (BBDO New York)
Copywriter: Roberto Danino (BBDO New York)
Producer: Theresa Reyes (BBDO New York)
Interactive Producer: Daniel Murphy (BBDO New York)
Assistant Producer: Michael Gentile (BBDO New York)
SVP, Senior Director: Francine Li (BBDO New York)
VP, Account Director: Bob Estrada (BBDO New York)
Account Supervisor: Marisa Graven (BBDO New York)
Account Executive: Nicole Landesman (BBDO New York)
Director/Digital Strategy: Zach Pentel (BBDO New York)
Chief Marketing Officer: Tom Lamb (Lowe's Home Improvement)
Vice President/Advertising: Ricki Barger (Lowe's Home Improvement)
Vice President/Employee And Corporate Communications: Chris Ahern (Lowe's Home Improvement)
Director Of Social Media And Emerging Platforms: Brad Walters (Lowe's Home Improvement)
Director of Integrated Productions: David Rolfe (BBDO New York)
Director: Meagan Cignoli ()
Brief Explanation
Video caption: "Stripped screw? No problem, just use a rubber band."

Lowe's is the second largest home improvement retailer in the world. When Vine launched earlier this year, we saw an opportunity to extend our "Never Stop Improving" brand campaign.

Using stop-motion techniques and the Vine application, we animated a dozen entertainingly useful six-second videos.

The press recognized the campaign as the first branded effort to "crack the code" of Vine; using it as a strategic communications device rather than a novelty, and bringing meaning to a platform so often associated with trivial curiosities.