Hasta La Creative!

BBDO New York is launching two new platform-based campaigns for Lowe’s utilizing time-lapse video on Vine and Instagram. In the Vine campaign, “Tap Thru How-To” viewers can watch a time-lapse, step-by-step video of a home improvement project, such as in the above “Fire Pit.”

This allows viewers to watch the entire project to get an idea of what they’re doing then click to pause step-by-step to follow along for what BBDO New York is calling “a new kind of home improvement how-to video.” It’s a clever idea, even if in practice it’s sometimes tricky to pause at the right moment. Aside from “Fire Pit” there are also instructional videos for a backsplash and pipe shelf. There’s also “Hypermade,” which takes a similar approach using Instagram’s Hyperlapse feature. So far there are two such Hyperlapse videos: “Lattice” and “Under Bed Drawers.”

Both campaigns were timed to coincide with the holiday season, with a third “Hypermade” video, entitled “Pipe Bench Square” going live tomorrow at 9 AM. Stick around after the jump for a preview of that video, along with “Backsplash,” after the jump. (more…)

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