Lowe’s
Campaign: Make Your Space
Agency: Ten35
From its inception in 1933 to 1978, the Orange Blossom Classic reigned as the premier post-season classic for historically Black colleges & universities. After 43 years, the OBC returned in 2021 to connect the HBCU community to Miami Gardens, increase interest in HBCUs, and raise scholarship funds for participating schools.
To inform exceptional Black consumers about the interior design options offered by Lowe’s, the company asked Ten35 to design the experiential activation for the 2021 OBC.
Working in tandem with my art director, we ideated and designed the Lowe’s Tailgate House. The OBC sees two teams face off on the football field, so we helped Lowe’s host an interior design-off between the two schools, featuring spaces designed by representatives from each HBCU. Additionally, we created signage for the rest of the weekend’s events: an evening gala and VIP luncheon.
From directional signage to an artist statement, I wrote the copy for almost every piece of signage in the Lowe’s Tailgate House. Lowe’s wanted the activation to drive participants to sign up for a MyLowes account, and I ensured that call to action was included at every turn.
Lowe’s House Signage
Lowe’s isn’t always the most intriguing brand name, so we needed to drive OBC attendees to the Lowe’s Tailgate House. We relied on our talent—designers, DJs, and an emcee—to create buzz. I provided optional captions for each person, making it easy for them to build excitement for the house.
Pre-Event Social Media
A fun recap video captures the breadth of our work on this activation. From a pre-event party and luncheon to the Lowe’s Tailgate house, you can see how our work came to life at the 2021 OBC.