Lowe's Digital, Case study Made In A Minute [presentation image] by BBDO New York

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Made In A Minute [presentation image]

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Industry Supermarkets
Media Digital, Interactive & Mobile, Case study
Market United States
Agency BBDO New York
Chief Creative Officer David Lubars, Greg Hahn
Associate Creative Director Matthew Page, Carolyn Davis
Executive Creative Director Tim Bayne
Creative Director Mike Sweeney, Molly Adler
Art Director Carolyn Davis
Copywriter Matthew Page
Production 1st Ave Machine
Director Nico Casavecchia, Liz Rowley
Released October 2016

Awards

Cannes Lions 2017
Mobile Rich Media : Corporate / Commercial Silver Lion

Credits & Description

Title: Made In A Minute
Agency: Bbdo New York
Brand: Lowes
Country: USA
Entrant Company: Bbdo New York
Advertising Agency: Bbdo New York
Media Agency: Resolution Media, Charlotte
Production Company: 1stavemachine, Brooklyn
Additional Company: Q Department, New York
Chief Creative Officer: David Lubars (Bbdo Worldwide)
Director Of Integrated Production: David Rolfe (Bbdo New York)
Executive Interactive Producer: Kristin Tomborello (Bbdo New York)
Executive Creative Director: Tim Bayne (Bbdo New York)
Senior Creative Director: Mike Sweeney (Bbdo New York)
Senior Creative Director: Molly Adler (Bbdo New York)
Director Of Music Production: Rani Vaz (Bbdo New York)
Associate Creative Director/ Art Director: Carolyn Davis (Bbdo New York)
Associate Creative Director/ Copywriter: Matthew Page (Bbdo New York)
Senior Interactive Producer: Carissa Ranelycke (Bbdo New York)
Account Team: Bob Estrada (Bbdo New York)
Account Team: Jim Reath (Bbdo New York)
Account Team: Marlee Caine (Bbdo New York)
Account Team: Tyler Harris (Bbdo New York)
Creative Technologist: Bear Collins (Bbdo New York)
Planning Team: Nicole Landesman (Bbdo New York)
Planning Team: Nina Hensarling (Bbdo New York)
Director: Liz Rowley (1stavemachine)
Director: Nico Casavecchia (1stavemachine)
Executive Producer: Andrew Gellar (1stavemachine)
Producer: Chadd Dorak (1stavemachine)
Chief Creative Officer: Greg Hahn (Bbdo New York)
Outcome:
The films generated 11 Million Views, 21,000 Likes, 1
000 Shares and lots of photo uploads showing people’s proud accomplishments.
Execution:
Everything in our 360º sphere has a purpose so that nothing is superfluous.- We broke the projects down into 8 steps so there’d only be 2 in frame at a time.- We replicated the actor 8 times, because each project requires a one person build.- The actors wore numbered shirts to indicate the sequence of steps.- We looped the actions to eliminate time limits and help people learn.- The hand-cut signs add extra project information and enhance the set design.- The color palette and set design suit the styling of the projects being demonstrated.- The clock on the floor with a wrench for a second-hand guides the direction.- The second hand takes one minute to turn once but you can watch it indefinitely.- The music is entertaining, motivates the user and enhances the experience.- The bird and plane add fill the vertical space and add intrigue for repeat views.
Synopsis:
Lowe’s is the second largest home improvement retailer in the world. They are constantly coming up with new ways to inspire Millennials to DIY.How-to videos are great way to learn to make things. But some are hard to keep up with and others move too slowly.So we decided to reinvent the instructional video format.
Campaign Description:
We created Made in a Minute. A 360 degree, How-to video series that allows people to learn at their own pace just by moving their phone or swiping the screen.We broke projects down into 8 steps which loop continuously like a GIF, shot them separately, then stitched them together in 360º.That way, as you scan around the clock-like set you see the same person demonstrating each stage of the build.Then we added hand-made instructional signs behind each step to help complete tutorial.
Strategy:
Millennials are growing up and becoming homeowners. Their experience with DIY is limited and they haven’t yet developed a brand preference for a home improvement retailer. Facebook 360 video was a great way to intercept them on social media. It also allowed us to make how-to videos that were visually interesting and technologically intuitive.