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  • HonorSilver
  • Advertising
  • SectionPop Up Advertising
  • CategoryInstallation
  • TitleLive Vines
  • ClientLowe's
  • AgencyBBDO New York
  • CountryUnited States
  • Chief Creative OfficerDavid Lubars at BBDO Worldwide, Greg Hahn at BBDO New York
  • Executive Creative DirectorTim Bayne, Lauren Connolly
  • Senior Creative DirectorMolly Adler, Mike Sweeney
  • Art DirectorCarolyn Davis
  • CopywriterMatthew Page
  • Production CompanyThe Kitchen at BBDO, Spaeth Design
  • Decal DesignerCzar Dizon, Kimberly Blasnik
  • Account DirectorJim Reath, Bob Estrada, Andrew DeBenedictis, Tyler Harris (Account Team)
  • Group Planning DirectorEmily Viola
  • Agency ProducerDavid Rolfe (Director of Integrated Production), Kristin Tomborello (Executive Producer), Mo Twine (Interactive Producer)

Live Vines

Lowe’s Home Improvement stores are opening in Manhattan for the first time. We needed a way to get busy New Yorkers to stop and take notice of the new location. Lowe’s is well known for their six second home improvement tips on Vine. So we decided to build real life Fixinsix Vines inside the store windows on 6th Avenue. The fully animated dioramas operated in six second loops. And the tips they demonstrated were tailored to New York City Living: “Hang your bike form the ceiling to save space.” “Paint the room a light color to make it seem bigger” We even added interactive “like” buttons and digital loops counters to the installations. Plus we marked out spots for people to film and upload them to social media, so they could create digital Vines out of the Live Vines. It was a great way to launch Lowe’s in Manhattan.