Lowe's Home Improvement

Tom Lamb, Chief Marketing Officer
Brad Walters, Director, Social Media and Emerging Platforms

BBDO New York *Lead Agency

Lauren Connolly, EVP, Executive Creative Director
Tim Bayne, EVP, Executive Creative Director
Dan Kelly, ACD/Copywriter
Todd Rone Parker, ACD/Art Director
Jim Reath, EVP, Sr. Director
Lisa Roytman, Acct. Director
Annemarie Norris, SVP Group Director, Behavioral Planning

OMD *Lead Agency

Steve DiRado, Group Acct. Director

Resolution Media

Lowes leveraged its NCAA sponsorship as an opportunity to relate to young men in a new way. We created TV spots that dramatized home improvement pitfalls in an entertaining way, delivering the message: Lowes gets me and is here to help. Viewers took to Twitter, comparing the spots to their crumbling brackets. In response, we adapted the spots into videos and GIFs that played off the busted bracket chatter and distributed the content back on Twitter. Finally, we aired the revamped TV spots during the Final Four and Championship games.