For Earth Day, ecobee, the company responsible for inventing the smart
thermostat, today unveiled #HeatedDiscussions, a social experiment to
see if humor might prove a useful tool to engage climate change skeptics
in serious conversations about climate change. And it worked.
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ecobee and agency DCX Growth Accelerator invited 20 climate change
skeptics to a focus group. As the skeptics discussed their views, the
facilitators began to turn up the heat, literally. The temperature in
the room rose through the 90s, and hidden cameras caught participants in
various states of discomfort– sweating profusely, fanning themselves,
and even struggling to remain coherent as the room reached over 100
degrees. In addition to heat, the groups experienced other extreme
simulations synonymous with real-life weather conditions, including smog
and hurricane-force winds. Footage reveals participants discussing
climate change while wearing gas masks.
Ultimately participants laughed out loud, and the tenor of the
conversation shifted. Participants who had earlier in the discussion
dismissed climate change as “preaching” by elite celebrities and
politicians began to more earnestly discuss its potential dangers. Some
citing that they recycle regularly and leverage public transportation as
ways of practicing eco-friendly actions in their everyday lives.
The hypothesis behind the social experiment was that humor might be a
useful tool to engage skeptics in the climate change discussion, where
more emotional and didactic pleas of green advocates have failed. “The
discussion around climate change is one of the most important issues we
face, and yet we’re at a point where millions dismiss it outright as a
political issue,” said Jackie Poriadjian-Asch, Chief Marketing Officer
and Chief Revenue Officer at ecobee. “This is not a political issue,
it’s a planet issue. Our approach may have been excessive, but we were
willing to go to extremes to spark a much-needed discussion. Confronting
the realities of climate change can feel overwhelming, but we firmly
believe that each of us has the power to make a significant impact.”
“In our research, we found that many climate skeptics were rejecting
sustainability messaging as either preachy or highly political.”
explains Doug Cameron, Chief Creative Officer of DCX. “So, we wondered
if a fresh approach might be needed.”
“ecobee was founded 12 years ago with the goal of helping people reduce
their energy consumption,” said ecobee President and CEO Stuart Lombard.
“Today, we continue to help people make a difference by offering them a
simple way to conserve energy and save money. But it is not enough to
just talk to those who share our perspective. On Earth Day, we are
hoping to foster an open dialogue and ultimately, continuing to raise
awareness on a global scale.”
#HeatedDiscussions underscores ecobee’s unwavering commitment to the
planet on Earth Day – and every day. Whether it’s donating time, data,
or technology, ecobee is committed to protecting the planet and helping
communities. Since inventing the smart thermostat ecobee has helped its
customers save 6.7 TWh of energy and prevented half-a-million tonnes of
greenhouse gas emissions. Together ecobee and its customers are fighting
climate change and building stronger greener communities.
The campaign launches with a 1:45 spot, as well as a 3:30 long-form and
various cut-downs. Video will air nationally across YouTube, Facebook,
Instagram and Twitter.
Visit www.ecobee.com/heated
to get involved and join the conversation. Heated discussions can be
uncomfortable. But they can also create room for change.
About ecobee
ecobee inc. empowers people to transform their lives, homes, communities
and planet through innovative technologies that are accessible and
affordable. The company introduced the world’s first smart Wi-Fi
thermostat in 2007 to help millions of people save energy and money
without compromising on comfort. ecobee has since continued to expand
its suite of technologies and services to deliver a state-of-the-art
connected home experience to customers across North America. ecobee
products combine the company’s pioneering sensor technology with the
power of voice, machine learning and artificial intelligence to help
customers control their home’s comfort and energy consumption while
effortlessly connecting them to the online streaming and service
platforms they love. For more information, visit www.ecobee.com.
About DCX
Founded in 2015, Brooklyn-based agency DCX Growth Accelerator (DCX) aims
to grow brands and businesses by inserting them into the cultural
dialogue. Founder Doug Cameron is the co-author of “Cultural Strategy:
Using Innovative Ideologies to Build Breakthrough Brands.” Clients
include Beech-Nut, The Rockefeller Foundation, Indeed, L’Oréal Group,
and Danone Waters. DCX’s most recent “Palessi” ad for Payless ShoeSource
was Adweek’s most read story of 2018. In 2017, DCX was named to Adweek’s
Agency 3.0 list. DCX devotes a portion of its profits to driving social
change through situationist art stunts, such as its #JessesPricedOut and
airBnBodega.com campaigns to save Jesse’s Deli, threatened by rent
increase; its “Trump Hut,” a luxury protest hut in the shape of Donald
Trump’s hair, which received national and international media attention;
its Bulletproof Schools gun violence protest, which received national
media attention for sending Brooklyn students to school wearing
bulletproof vests.
Credits
Agency: DCX Growth Accelerator
Concept: Doug Cameron and Tommy Noonan
CCO/CW: Doug Cameron
ECD/Art Director: Tommy Noonan
Account Director: Patrick McCormick
Designer: Mo Ku
VP Strategy: Laurent Bouaziz
COO: Tom Sewell
Production Company: DCX Cultural Production Studios
Director/Executive Producer: David Logan
Assistant Directors: Doug Cameron, Tommy Noonan
Line Producer: Kelly Scott
Production Manager: Jerry terHorst
Director of Photography: Shane Collins
Editorial: Versus NYC
Sr. Editor 1: Michael Equi
Executive Producer: Rob Meyers
After Effects: Justin Barnes
Colorist: Matthew Rosenblum @ Versus
Audio Mix: Plush NYC
Online Conform: Michael Equi @ Versus
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