SmartFlow by Enbridge Sustain

Making the world’s most boring category sexy.

To disrupt a category defined by "out of sight, out of mind," The Garden gave Enbridge Sustain’s SmartFlow hybrid HVAC system a borderline-obsessed inner voice, transforming a functional utility into a proactive partner that thinks about your comfort so you don’t have to.

The Problem to solve

Enbridge Sustain, a new energy company born out of Enbridge Inc, was launching SmartFlow: their innovative and intelligent hybrid HVAC solution. With a smart system that does all the thinking for you by optimizing energy use and emissions, SmartFlow brought something new to the tired HVAC space. Unfortunately, it's hard to drive consideration for a product that no one actually thinks about until it breaks down.

Our Solution

Rather than a typical "set and forget" thermostat, a SmartFlow system from Enbridge proactively adjusts to the ideal settings based on weather, energy prices and personal preference. With an integrated campaign across video, radio, social and OOH, we brought new energy to a sleepy category by giving voice to SmartFlow’s thoughts (and borderline obsession) with its homeowner. The unexpected comedic tone in a highly functional and rational category helped draw attention to the benefit of an HVAC system that always keeps you top of mind.