Lowe's Home Improvement: A night of Lowemance

Lowe's, a retail company, launched a campaign in the US to position itself as the home of possibility for millennials.

Situation Analysis

With pandemic restrictions in full effect, Valentine's Day 2021 was set to be one like no other. Strict social distancing measures meant that the playful spontaneity of romance was sidetracked in favor of more stark, practical issues. For couples, this meant that every aspect of their lives, whether that be dating or eating, had to be done at-home. Date nights were simply off the table.

Human interaction became limited to essential businesses like supermarkets and hardware stores, and socially distanced dates were restricted to walks in the park, so a hunger for new—but inherently safe—social experiences surged.


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