2025 Winner

Smart doorbell cameras can reduce porch piracy by up to 50%, but ironically packages containing them are often stolen before they’re even installed. Ecobee, a smart home video security brand, launched “The I Loathe Porch Pirates Package” to address this issue. The campaign transformed standard brown shipping boxes into blue recycling bins, disguising the delivery. Shipping labels were placed on the bottom of the boxes, leaving no visible markings to indicate the contents. Social media ads targeted neighbourhoods with high rates of reported theft, resulting in a 170% increase in sales. Typically, one in five Ecobee deliveries is stolen – but, during the campaign, 100% of packages reached their destinations successfully.

Credits

Creative Agency: Leo Toronto
Ben Tarr: President
Steve Persico: Chief Creative Officer
Tahir Ahmad: Chief Strategy Officer
Natasha Dagenais: Managing Director, Account Services
Jerry Yang: Senior Art Director
Michael Carey: Senior Writer
Matt Baggley: Account Director
Gord Cathmoir: VP, Post and Print Production
Louis Duarte: Design Director
Donna Liu: Designer
Yar Kukhtin: 3D Designer
Robin Osmond: Graphic Artist
Ryan Tomka: Editor/Videographer
Dan Purdy: Motion Graphics Artist
Emily Ryder: Producer
William Trush: Producer

Client: Ecobee
Nicole Avery: VP, Brand & Marketing Communications
Tom Kirby: Director, Brand Strategy & Planning
Fatima Reyes: Senior Communications Manager
Malika Minotra: Product Marketing Manager
Stephanie Johnson: Senior Brand Manager
Becky Scott: Social Media Manager
Kevin Sormon: Senior Manager, UX
Carys Roberts: Communications Specialist