Creativity is required to take a tired brand and reinvent it for new audiences or encourage existing ones to rediscover it. The six pieces of work below show how to bring your brand out of decline or out of favour by leaning into the problem and addressing it head-on.

With more time being spent at home, interest in DIY is growing: Marvin Ellison, chief executive of hardware store Lowe’s in the US, recently reported an uptick in sales. Here are six pieces of work from Lowe’s, one of the sector’s most-awarded brands, that show off its prowess on social.

To help stem the spread of COVID-19, Samsung has launched an app so people can monitor their personal hygiene. Over the years, the South Korean electronics giant has softened its formerly hard corporate image with similar initiatives that show the potential for its products while also creating emotional connections with consumers.