Lowe’s Hacked Instagram With DIY Stories In A Tiny Vertical Room

Just over a year after it successfully became the first DIY brand to master Snapchat, Lowe’s is back at it, having hacked Instagram Stories with DIY videos in a tiny vertical room.

In 2016, Lowe’s had made headlines with its “Can You DIY On Snap(chat)?” campaign. This year, the DIY brand has done it again, but this time it “hacked” Instagram Stories.

The new campaign, led by BBDO, consists of 64 micro videos. Together, they form 35 seconds long Instagram Stories that show the transformation of a tiny vertical (of course) room, whose dimension match perfectly the Instagram window on your phone.

Here’s how one of the stories looks like:

Having broken the transformations into 64 steps makes it easy for viewers to tap back and forth to review each stage of the build.

This amazing campaign was born out of a creative hackathon hosted by Facebook Creative Shop.

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