Is Lowe's "Fix in Six" the best-ever use of Vine by a marketer? You can ponder that question over more delightful creative from the campaign, as BBDO New York has released eight new looping videos in the series.
The stop-motion shorts—which have won the retailer its first Cannes Lion (a bronze in Cyber) as well as a silver Clio, best in show at the Mashies Awards and various other honors—use the six-second format to show simple DIY tricks you can try at home. The craft is great, the tricks are useful, and the whole campaign is a welcome counterpoint to the traditional view of Vine marketing—which is that it almost has to look slapdash to be authentic.
Check out the new videos below. By the end, you'll be asking yourself: Mayonnaise, really?
CREDITS
Client: Lowe’s
Campaign: #LowesFixinSix
Agency: BBDO, New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Directors: Lauren Connolly, Tim Bayne
Creative Directors: Mike Sweeney, Molly Adler
Associate Creative Directors: Carolyn Davis, Matthew Page (Doll, Pumpkin, Sponge, Fish)
Senior Art Director: Miles Gilbert (Stampede, Tank Top, Mayo, Wood Stain)
Senior Copywriter: James Harvey (Stampede, Tank Top, Mayo, Wood Stain)
Executive Producers: Kristin Tomborello, Ashley Henderson
Senior Producer: Tara Toliver
Senior Directors: Jim Reath, Bob Estrada
Account Director: Heather Linde
Account Supervisor: Tyler Harris
Account Executive: Ryan Dillon-Curran
Production Company: humble
Executive Creative Director, Director: Sam Stephens
Director of Photography: Manfred Reiff
Executive Producers: Eric Berkowitz, Persis Koch, Ned Brown
Head of Production: Andrea Theodore
Producer: Jason Haymond
Postproduction: humble
Post Creative Director: Kris Merc
Head of Postproduction: Sue Romweber
Post Producer: Suzie Cimato