Lowe’s “Fix In Six” Vine Campaign Wins O’TooleBox Advertising Award

Last night, home improvement retailer Lowe’s won an O’TooleBox Award for its “Fix in Six” Vine campaign.

Created by BBDO New York, the Lowe’s campaign answered the question “How can we help people improve their homes in just six seconds?”

Lowe’s explained the inspiration for the campaign on its Vine Fix in Six website:

In the first campaign of its kind, we used Vine as a way to bring useful home improvement tips to life. Using stop-motion animation techniques, we created over 50 six-second films that were as entertaining as they were useful. We called it “Lowe’s Fix in Six”.

The series of Vine videos offered tips on everything from how to keep squirrels out of flower beds to videos like this one showing how to remove crayon marks with WD-40:

Presented by the advertising agency association 4A’s at its Transformation 2014 Conference in Los Angeles this week, the O’TooleBox Award honors creative and original thinking for a single campaign idea.

According to the 4A’s website, judges select O’TooleBox winners based solely on great creative, not results.

Finalist for the O’TooleBox Award included two other campaigns: United Nations “#TheWorldNeedsMore” created by Leo Burnett New York and Sprint’s “Honor This” campaign created by Leo Burnett Worldwide.

Award winners were given $10,000 to go towards a charity of their choice.

Here’s a video created by BBDO explaining how the campaign, costing only $5,000, made Lowe’s a “Vine sensation” overnight: