Evan Brown. Creative Director. Copywriter. Author.

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Lowe’s Pro Anthem:

There are DIYers and then there are the people who make a living with their trade. Lowe's wanted to celebrate Pros and introduce them to a rewards program that is more like a partnership. This campaign launched with a come up story. And while this type of story is usually reserved for athletes, Pros are just as heroic. From working out of your van to owning a business with employees and a few trucks of your own, it takes grit and hard work to get  there. And Lowe's is there to help you on your journey. This Directed by JJ Augustavo. Music: "Make Way," by Aloe Blacc.



Lowe’s also highlighted the benefits of the rewards program (paint rewards and prizes) using the same technique.