Make Your House a Smart Home
FCB/SIX launches new journey-led campaign for ecobee
April 30, 2021
ecobee is a Canadian smart home provider that is redefining what a home can be. It is fitting; therefore, that their new campaign produced with FCB/SIX reimagines the very idea of the home.
Having already established their brand in the smart thermostat market, ecobee has recently expanded their smart home solutions to include SmartCamera with voice control, SmartSensors and Haven, a subscription service connecting it all. Their new campaign integrates these new elements into a cohesive, beautifully rendered, whole that is anchored by the tagline “Imagine What Home Could Be.”
“Through this campaign, we chose to see home not for what it is, but for what it could be—free from friction and filled with magic. In FCB/SIX, we found a strategic creative partner who really understood our brand and helped us bring it to life in a fresh and relevant way while staying true to our vision,” said ecobee CMO and CRO Kevin Banderk.
Priyanka Goswami, SVP, Head of Strategy at FCB/SIX, praised the working relationship the agency shared with ecobee, stating “It takes the right kind of energy and momentum to create a campaign like this. We couldn’t ask for better partners—imaginative, attentive, and kind. They gave us the space and respect to do things right and challenged us in constructive ways.”
The results are harmonious and whimsical, instilling the power of the technology without feeling overly techy, and the safety of the systems, without feeling scary.
“Achieving strong attribution was a key opportunity that we wanted to embrace in the work. From the use of colour, to the recurring ‘squircle’ shape, to the ‘Be’ mnemonic device, it’s all put together to be distinctively and undeniably ecobee,” says FCB/SIX Executive Creative Director, Colin Craig
“Home means different things to different people, especially during the pandemic where it’s a place of work, school, entertainment and more. It is also tied to a bigger home—our planet. We wanted to capture this individualized sentiment of ‘home’ in the creative and communication at every stage in the journey,” Craig added.
Campaign Title: What Home Could Be
Managing Director: Priyanka Goswami
Executive Creative Director: Colin Craig
Art Director: Ben Playford
Copywriter: Josh Haupert
Account Director: Fraser Jackson
Group Strategy Director: John Fung
Strategists: Simran Kaur, Cassandra Cervi
Designer: David Woodger
Copywriter: Alex Ieletzky
Senior Producer: Sarah Michener
Associate Director, Integrated Production: Ashley Whitaker
Production Supervisor: Tania Redjouani
President: Andrea Cook
Chief Creative Officer: Ian Mackenzie
EVP, Global Strategy Officer: Fern Potter
Chief Technology Officer: Jacob Ciesielski
Production Company: 1stAveMachine
Director: Karim Zariffa
Director of Photography: Christophe Collette
Executive Producer: Andrew Geller
Stills Photographer: Samuel Pasquier
Production Service Company: Sailor Productions
Producers: Tom Lariviere, Joelle Raymond
Editorial: Saints Editorial
Editor: Ross Birchell
Post Production: Darling VFX & Colour
Flame Artist: Paul Binney
Colourist: Kassi Bellamy
Music: Grayson Music
Executive Producer/Partner: Kelly McCluskey
Original Music and Voice Director: Mark Domitric
Founded in 2007, ecobee’s mission is to improve everyday life while creating a more sustainable world. After launching the world’s first smart thermostat, ecobee has helped customers across North America save more than 17.6 TWh of energy. Today, ecobee continues to innovate with smart home solutions that solve everyday problems for customers with comfort, security, and conservation in mind. For more information, visit ecobee.com.
About FCB & FCB/SIX
FCB (Foote, Cone & Belding) is a global, award-winning and integrated marketing communications company with a heritage of creativity and success dating from 1873. Named Adweek’s 2020 Global Agency of the Year, Cannes Lions 2019 North American Creative Agency of the Year and a 2019 Ad Age A-List global top 10, FCB focuses on creating “Never Finished” campaign ideas that have the power to transform brands, businesses and communities. Its creative data marketing agency and technology consultancy, FCB/SIX, brings together a unique combination of capabilities and world-class creative talent, dedicated to helping marketers engineer individualized brand experiences. Named Ad Age’s 2019 Data/Analytics Agency of the Year, FCB/SIX has won 17 Cannes Lions, including both Gold and Grand Prix awards in the Creative Use of Data category; 17 D&AD Pencils, including a Black Pencil; and a Gold Effie in 2020.
Combined, FCB has more than 8,000 people in 109 operations in 80 countries and is part of the Interpublic Group of Companies (NYSE: IPG). Visit fcb.com or follow @FCBglobal on Instagram and Twitter and FCB Global on Facebook and LinkedIn.