Converticals
Award: Wood Pencil
Wood Pencil / Media / Use of Mobile / 2018
Many millennials think DIY is complicated. To prove otherwise, Lowe’s used Instagram Stories in a whole new way by using over 60 micro-clips in each story. Clips were so short, they automatically skipped forward to transform a vertical, Instagram- sized room without the viewer lifting a finger. Users could then purchase anything by swiping up to the store where all the items were preloaded ready for the cart.
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