There is no American Dream. There are only American Dreams. But at the heart of every dream is a home. That's the insight behind this anthem for Lowe's as part of their rebrand under a new CMO. The idea was to take a traditionally sterile and unfashionable category-- hardware -- and add style and sophistication.
Our rebrand included an entirely new look, tone, sound and tagline, as well as a brand voice that was warmer and more approachable than one would normally expect from a big box hardware store. The spot was shot by Roman Coppola.
In its first year the campaign helped increase sales by 30%.