NEVER STOP IMPROVING
THE CHALLENGE
Lowe’s was facing declining sales while also losing market share from their much bigger rival, The Home Depot. They asked us to differentiate the brand in the somewhat generic home improvement space.
THE APPROACH
Our team created the award-winning, still ongoing campaign designed to speak to DIY creators at an emotional level. We used an inspired visual style, upbeat tracks by indie music artists along with minimal messaging marking a dramatic departure from past work. This exciting new direction has helped Lowe’s to connect with their audience like they’ve never done before.
And almost as importantly, Never Stop Improving represents a whole new brand promise and internal rallying cry for Lowe’s, across the company… from the rear-door loading dock to the front-door greeter in every store.
The campaign showcased innovative new products and platforms that inspire customers. The first example is the launch of MyLowes on Lowes.com, where you can organize, store and keep track of all your household information, like appliance manuals, warranties, paint schemes and more. MyLowes knows your home inside and out.
The spot that launched the campaign. We chose indie artist, Gin Wigmore to appeal to a younger generation of Do It Yourselfers.
CREDITS
Agency: BBDO New York
Chief Creative Officer: David Lubars
Executive Creative Director: Wil Boudreau
Creative Director: Joe Volpicelli
Creative Director: Bryan Flynn
Art Director: Jake Blumenau
Copywriter: Colin Ilsley
EP: Kevin Wilson
Director: Dave Myers/Radical Media
SFX Post: Mass Market