The&Partnership London launched a new international campaign for Hive – promoting their new Hive View Outdoor Security Camera.
The campaign centres around a group of garden gnomes dramatising how the smart security camera will make them feel safer in their little world.
Created by Matt Deacon, Ben Fallows and Liz Oakley, the ‘Protect your gnomes’ campaign is the latest work to sit under Hive’s ‘Let’s Get Living’ brand positioning – showing how Hive products free you up to make the most of life.
It represents a shift in tone for the brand, using a more jovial, light-hearted approach to promote the market-leading features of the Hive View Outdoor – which include night vision, two-way audio, motion, sound and person detection and notifications straight to your phone.
The campaign will run across the UK and the US – with 5 different executions showcasing the camera’s key features, including night vision, motion detection, two-way audio and 8x zoom. The campaign will break in the UK with a 30” & 10” TVC and 30” radio spot, alongside a series of online vignettes, with further social and digital activations running across both markets throughout Q1 2019.
Nicky Mackrell, Global Brand & Marketing Director at Hive, said: “We love how this campaign uses the garden gnomes as a humorous vehicle to showcase how Hive View Outdoor helps people safeguard their homes – day or night, no matter where they are. We’re excited about the new direction The&Partnership have taken the brand and our Let’s Get Living positioning.”
Sam Willard, Creative Director at The&Partnership London, said: “We knew we had to dial up security with this campaign, as Hive were entering the outdoor security camera market. But, we wanted to avoid any scare tactics or obvious scenes. That’s where our gnomes came in – as a metaphor for all the prized possessions you want to keep safe.”
Tell us about your role in the creation of this work.
Matt: I’m one of three creatives that came up with the campaign idea.
Sam: I’m creative director on the global Hive account – I oversaw the creative
Give us an overview of the campaign, what is it about?
Matt: The campaign is based around a group of gnomes – showing how Hive’s new outdoor camera’s going to make their world better. Gnomes have it pretty tough – being taken out by stray footballs, stolen and even urinated on by neighbour’s pets…but with the new Hive security camera they’re safe.
Tell us about the creative brief, what did it ask?
Sam: The brief was to launch the new Hive View Outdoor Security Camera in the UK, US and Italy. There were certain features we needed to highlight – ensuring we dialed up the security message, which was a new approach for Hive.
Hive are up against a new set of competitors by entering the outdoor camera market and we were briefed to explore the use of humour, to really grab our audience’s attention.
Which insight led to the creation of this piece of work?
Matt: Everyone worries about and wants to protect their home, and we found Gnomes to be the perfect metaphor for this without entering into the realms of scaremongering.
What was the greatest challenge that you and your team faced during development.
Matt: Finding the right voice for the right gnome. It’s a lot harder than it sounds.
What did you enjoy most about seeing this campaign through?
Matt: Seeing the creation and the development of the gnomes from start to finish. They were all handmade and created for our characters. It was great to see them slowly develop personalities.
Did you learn anything new from the experience?
Matt: If you can, always work with inanimate objects. They don’t answer back, are well behaved on set and never fussy about the jobs they do.