HYGGE - PROTECTED BY SIMPLISAFE
The ultimate benefit of home security is actually a feeling—a sense of calm, comfort, and sanctuary. ‘Peace of mind’ comes to mind, though it may be one of the most overused expressions in advertising. For this seasonal campaign, we needed a way to make peace of mind more memorable. So, we borrowed a Scandinavian expression that not only captured the warmth of the holiday season but also embodied this ultimate feeling—hygge. There’s also a natural synergy between the Scandinavian concept of hygge and SimpliSafe’s clean, BRAUN-esque, Dieter Rams-inspired product design, which emphasizes simplicity, functionality, and minimalism—qualities at the heart of both Scandinavian design and SimpliSafe’s aesthetic.
DIRECT RESPONSE TV
TV / ONLINE VIDEO
RETAIL ON-SITE VIDEO - Looping videos were created to run in-store on the sea of TVs that fill retail locations like BestBuy during the holiday season. Amid the visual noise and clutter of a busy store—especially at the height of holiday shopping—these videos offered a rare sense of calm. It’s no easy feat to cut through the chaos of hundreds of flashing screens, but these videos managed to do just that, reinforcing the campaign’s message of peace and security even in the most hectic environments.
PAID SOCIAL
The Hygge shoot yielded a library of video and still assets we could use in our paid social channels.
SOCIAL VIDEO
FEAR IS EVERYWHERE
2018. Super Bowl LIII. A collaboration with the good folks at Preacher in Austin, TX. Looking back now– considering what had yet to happen in the world and what we would all soon come to face, this spot was oddly prophetic. Just two short years later sales of home security systems would tick up at a clip never before seen as we all closed ourselves in and tried to create our own safe spaces.
THE SIMPLISAFE SOCIAL-DISTANCING SWEATER
Cut to the 2020. People were filled with cabin fever after spending the year hunkered down and masked up.
The vaccine was still a ways off but the holidays were here and all we wanted to do was get together. But being a company in the business of keeping people safe, we felt we should encourage people to remain vigilant. But we also felt that the last thing people wanted was a lecture on maintaining safe distances. So we worked with our partners at MullenLowe to take our motion-detection technology for homes and bring it to a personal level by way of an activation that was equal parts social commentary and a good laugh. And laughter is always good medicine.
VICIOUS BUNNIES, FLATULENT FIDO’S and HOME SECURITY
As it turns out there are quite a few people that consider the family dog an adequate answer to their home security needs. So we thought the annual pet week was a great time to remind folks that home security should not be left to your hound, cat or even your bad tempered bunny or at the very least you should augment their efforts with the number one rated home security system.
