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Tue, 09 Mar 2021 19:56:09 GMT
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Lowe's Launches New Campaign Challenging the American Dream
Brand Recognises that one single dream isn't big enough in Deutsch campaign with director Roman Coppola
To commemorate Lowe's historic 100th birthday, the brand has launched a new campaign that challenges the traditional concept of the American Dream. With home at the center of most American Dreams, the campaign leans into the idea that one single dream isn't big enough to hold the possibilities for us all. The creative concept also shares the brand's recommitment on its centennial to make the dream of a better home a little more attainable for all.
By casting real families, the effort showcases authentic stories and dreams that are as diverse as America and represent American Dreams of all kind.
The campaign was shot by Oscar-nominated writer, Roman Coppola and made in collaboration with creative agency Deutsch LA. The brand and agency have been working together since March 2020.
Creative director, Sorenne Gottlieb, says: "While the ethos of the American Dream is still relevant for many, the nuance that it’s one size fits all is not. But at the heart of many American Dreams is still a home and the desire to make it everything it needs to be. In this new campaign, we really wanted to show that no matter what your home aspirations are, small or big, DIY or professional, Lowe’s is here to make the dream of a better home attainable for everyone.”
video
Lowe's Home to Any Possibility
Client Credits
President, CEO: Marvin Ellison
EVP, Chief Brand and Marketing Officer: Marisa Thalberg
SVP, Brand Marketing: Jennifer Wilson
Director, Brand Advertising: Bailey Surrett
Creative Production Manager: Staci Sullivan
Assistant Brand Marketing Manager: Sarah Hohmann
Senior Marketing Manager: Alyson Tagliaferri
Brand Marketing Manager: Cameron Sellers
Assistant Brand Marketing Manager: Brianna Nowac
Merch Marketing Sr. Analyst: Abby Russell
Marketing Strategist: Kristina Panuski
Lead Marketing Analyst: Davenport Robinson
Sr. Brand Marketing Manager: Meghan Frazer
Deutsch LA Credits
Executive Creative Director: Sorenne Gottlieb
Creative Director: Evan Brown
Creative Director: Curtis Petraglia
Executive Producer: Lauren May
Senior Producer: Jamil Bardowell
Account Management
EVP, Group Account Director: Matt Matzen
SVP, Group Account Director: Kim Withee
Account Supervisor: Cathlyn Gonzales
Account Coordinator: Leyla Yalman
Account Planning
SVP Group Strategy Director: Meghan Campbell
Strategist: Maya Thompson
Business Affairs/Traffic
Senior Business Affairs Manager: Joanna Lee
Business Affairs Manager: Rebecca Hyatt
Live Action Production Company
The Director’s Bureau
Director: Roman Coppola
Director of Photography: Bob Yeoman
Executive Producer: Luke Ricci
Line Producer: Julie Sawyer
Executive Producer / Head of Production: Jenni Sprunger
CFO: Susie Wrenn
Bidding Producer: Ash Marshall
Editorial Company
Union Editorial
Editor: Tim Thornton-Allan
Assistant Editor: Chris Walker
President / Managing Partner: Michael Raimondi
Executive Producer: Joe Ross
Post/VFX
The Mill
Executive Producer: Anastasia von Rahl
Producer: Daniel Beldy
Executive Creative Director: Robert Sethi
Creative Director / 2D Lead Artist: James Allen
3D VFX Supervisor: Chris Bedrosian
3D Lead Artist: Graeme Turnbull
Colorist: Fergus McCall
Executive Producer, Color: Fawn Fletcher
Senior Color Producer: Megan Rumph, Denise Brown
Licensed/Composed Music, Credits and Track Info
Composed by: South Music / Walker Music
Audio Post Company
Lime
Executive Producer: Susie Boyajan
Senior Producer: Kayla Phungglan
Mixer: Rohan Young
Assistant Mixer: Jeremy Nichols
Genres: Storytelling
Deutsch LA, Tue, 09 Mar 2021 19:56:09 GMT
