Lowe’s

Spent 6 years living as a tenant – Empathized with real people’s rental horror stories – Became a housing economy hobbyist – Learned how to patch drywall and “do grout”

Background
Lowe’s has always been associated with homeowners. But Americans are saving money by taking care of small home projects instead of large renovations.

Problem
Lowe’s is neglecting an audience of 100 Million people that are forced into handling small projects on their own, or risk facing the wrath of their landlords: renters.

Insight
Life sucks when you can’t live on your own terms.

Strategy
Even though you rent your home, you still own your space.

Idea
Lowe’s specializes in cover-ups.

See the brief here

“Renter” isn’t a title, it’s a fluid situation

There are 100 Million renters living in the US.

From college students living on their own for the first time, to young professionals settling into their first real place, and young couples starting their lives together, they all have their own needs and lifestyles.

Every renter is unique, but lease agreements dictate what they can and can’t do all the same.

Small projects can be big problems

The threat of a disappearing security deposit is enough to frighten anyone. Stress over hanging framed photos, painting an accent wall or even hosting a party keeps renters from truly making a space into their own.

If something goes wrong, the shame of calling the landlord to report the damage is petrifying.

They can’t live life on their own terms.

Your landlord doesn’t need to know

Relax renters. No matter the situation, no matter the fix, Lowe’s is here to help patch things up.

Even though you rent your home, you can still own your space.

The Team: Chen Li (Art Director) | Sam Grigsby (Copywriter) | Gabby Reed-Carlock (Designer) | Jack Ziegler (Brand Manager)

Lowe’s Specializes In Cover-Ups

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