Most people just scroll right past paid advertising on Instagram, so we needed a way to get them to pause and engage.

On Instagram, the screen is locked. So, if you turn the phone 180 degrees, the content turns with it.

So we found a way to use this to our advantage.

We split the video format into two halves. The top video played

upright, while the bottom half played upside-down.

So the only way to view the bottom video was to turn the phone

around.

In the split-screen format, the top upright half shows the effects of neglecting your home in a very exaggerated way. While the upside down bottom half demonstrates, in a straightforward way, how to care for it.

For example, one Flipside video focuses on cleaning your gutters.

In the upright video, you see leaves build up in the gutter over time until, finally, the gutter becomes so laden with debris, the down-pipe snaps and crashes through the window. This, in turn, makes the perfect access point for an unwanted raccoon.

Then, while all this is playing out up top, mirrored upside down in the split-screen below is a person calmly demonstrating the simple steps required to clean them.

We deliberately mirrored the two halves so that, when seen together, they appear almost as a single image. This helps reduce distraction and makes them easier to watch.

In just one week, the videos clocked over 1.4 million views and received 5,500 likes, making them Lowe’s most cost-effective social video campaign to date.

The public feedback was overwhelmingly positive, with hundreds of complimentary comments.

Ultimately, the innovative design allowed us to turn scrollers into spinners and changed the way people look at the Instagram.