Security Cameras Keep Garden Gnomes Safe in Playful Campaign for Hive

The&Partnership London will today launch a new international campaign for Hive, promoting its new Hive View Outdoor Security Camera. It 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 five 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.”