Best Lowe Campaigns of All Time
Lowe never quite learned how to be boring, which is a massive relief for the rest of us. Whether they were making us feel slightly guilty about organ donation or turning a premium lager into a cinematic event involving ice - skating clergy, they understood that the shortest distance between a brand and a consumer is a well - told, slightly eccentric truth. It is advertising that respects your intelligence. Dig into the work below.
8 campaigns
Colombia Ministry of Defense: You Are My Son
The "Operation Mothers" campaign leveraged the profound emotional power of mothers' love by distributing childhood photos and heartfelt messages from FARC guerrillas' own mothers, urging them to demobilize and return home for Christmas, successfully bringing 196 sons and daughters back.
Organ Donor Foundation: Leila
The campaign powerfully dramatized the direct, tragic consequence of not being an organ donor by visually linking a potential recipient's death to a non-donor's passing, using a haunting visual metaphor and a melancholic soundtrack to create a stark, unforgettable emotional impact that spurred action.
Ob Tampons: Personal Apology
OB Tampons leveraged deep personalization by sending 65,010 loyal users a custom music video apology, featuring their name, to sincerely acknowledge a distribution failure and rebuild trust, transforming a product recall into a viral, heartfelt engagement.
Stella Artois: Ice-skating priests
Stella Artois humorously juxtaposed ice-skating priests with a dramatic, high-effort retrieval of an empty crate from icy water, creating a memorable spectacle that subtly reinforced its "Reassuringly Expensive" premium positioning through quirky, cinematic storytelling.
Omo: Dirt is Good
Persil's "Dirt is Good" campaign celebrates children's messy play and learning through outdoor experiences, arguing that getting dirty is a natural and important part of childhood development. The campaign aims to encourage parents to let their kids explore, play, and get messy, positioning Persil as a supportive brand that understands and values children's natural curiosity and growth through play.
Independent: Litany
The campaign brilliantly used a rapid-fire litany of societal "don'ts" - from mundane to profound - to create an oppressive atmosphere, then subtly positioned The Independent as the essential tool for those who choose to defy conformity and think for themselves, thus empowering true independence.
Smirnoff: Smarienberg
Smirnoff created a high-octane, action-packed chase sequence that dramatically reset to reveal the entire adventure was a shared, intense experience fueled by the vodka, effectively positioning Smirnoff as the catalyst for exhilarating, memorable, and slightly surreal social moments.
Volvo: Twister
Volvo dramatically demonstrated the 850 T-5's life-saving dependability and maneuverability by embedding it with storm chasers who navigate deadly tornadoes to gather data, proving the vehicle's resilience under the most extreme, unpredictable conditions.