Lowe’s

Creative Campaign | 360

Americans are holding onto their homes in what is called the “Lock-in Effect” - saving money on large renovations by taking care of small home improvement projects instead.

We saw this as an opportunity for Lowe’s to look at a new audience: renters.

Across the country, renters are forced into taking on small projects on their own, or risk facing the wrath of their landlords. Lowe’s is there to help them cover up their mess.

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

See the brief here

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

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.

Renting is an emotional rollercoaster

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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