Lowe's Film, Digital, Case study Made in a Minute by BBDO New York

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Made in a Minute

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Industry Department Stores & Shopping Malls
Media Film, 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
Designer Carolyn Davis
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

Agency: Bbdo New York
Client: Lowe's
Chief Creative Officer: David Lubars
Chief Creative Officer: Greg Hahn
Executive Producer: Andrew Gellar
Executive Producer: Kristin Tomborello
Original Music Score: Q Department
Senior Creative Director: Molly Adler/ Mike Sweeney
Associate Creative Director/ Art Director: Carolyn Davis
Associate Creative Director/ Copywriter: Matthew Page
Director of Integrated Production: David Rolfe
Senior Interactive Producer: Carissa Ranelycke
Director of Music and Radio: Rani Vaz
Account Team: Jim Reath/Bob Estrada/Tyler Harris/Marlee Caine
Planning Team: Nicole Landesman/ Nina Hensarling
Creative Technologist: Bear Collins
Designer: Carolyn Davis
Director: Nico Casavecchia/ Liz Rowley
Executive Creative Director: Tim Bayne
Producer: Chadd Dorak
Production Company: 1stavemachine
Url: http://made-in-a-minute.com
Description:
Made in a Minute is a 360 degree, how-to video series that allows people to learn at their own pace. We broke projects down into 8 steps which loop continuously like a GIF. We shot them separately, then stitched them together in 360, so the same person can be seen demonstrating the entire build. By following the actions and reading the in-set instructions, users can make a designer side table or teepee all by tilting their phone or swiping the screen.
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.


Facebook Awards 2017 Campaign Goals:
- Brand Awareness
- Engagement
- Video Views
Facebook Products Used:
- 360 Video Ad