Made In A Minute

Background

How-to videos had become a great way to learn about making things. But some were hard to keep up with while others moved too slowly. By rethinking the instructional video format, the objective was to inspire millennials to build cool objects.

Idea

Made in a Minute was a 360-degree, how-to video series that allowed people to learn at their own pace. The projects were broken down into eight steps which looped continuously like animated gifs. Each step was shot separately, then the eight were stitched together in 360, so the same person could be seen demonstrating the entire construction.

Simple instructions were hung on set, behind each step, and a larger than life 'tool' was built on the ground to guide the user.

Then, to enhance the experience, stylish set pieces and intriguing easter eggs were added, like a flying bird and a paper plane. By following along, users could make a designer side table or a teepee just by tilting their phone or swiping the screen whenever they were ready.

Results

The films ran on the Facebook 360 platform. They generated 11 million Views, 21,000 Likes, 12,000 Shares and lots of photos showing people's proud attempts to build the projects.

Our Thoughts

360° video is all the rage at the moment. There are already awards for VR videos. Most people are using the technology to try to simulate amazing experiences. Thus the Grand Prix of the Binge Watch Awards went to the BBC for perfectly recreating a space walk.

Now here is a completely novel take on 360. It's as witty as it's clever. So if you did want to make a teepee then this one video can help you do it in eight stages.

For me, this is not digital showing off, which some brands are guilty of doing. It's yet another ingenious example of how BBDO NY is positioning Lowe's as the go-to, relevant brand for an audience only just discovering the joys of DIY.