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Lowe's Launches New Campaign Challenging the American Dream

Creative 1.2k Add to collection

Brand Recognises that one single dream isn't big enough in Deutsch campaign with director Roman Coppola

Lowe's Launches New Campaign Challenging the American Dream

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
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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