Lowe’s asked us to boost a key initiative: drive program sign-ups for military families.

We dove in with a research-heavy approach, focused on interviews with “military brats,” and hit upon a key insight: these people moved so frequently that they never put roots down or felt like they belonged anywhere. We crafted a spot that positioned Lowe’s as a solution to help military families feel “at home,” and connected, quickly. 

The spot not only generated a significant increase in awareness and a spike in sign-ups, it also, apparently, really got under the skin of a certain unnamed competitor.